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Corporate Diversity Communication Strategy = An Insight into American MNCs’ Online Communities and Social Media Engagement /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Corporate Diversity Communication Strategy/ by Roxana D. Maiorescu-Murphy.
其他題名:	An Insight into American MNCs’ Online Communities and Social Media Engagement /
作者:	Maiorescu-Murphy, Roxana D.
面頁冊數:	IX, 214 p. 3 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Online Marketing/Social Media. -
電子資源:	https://doi.org/10.1007/978-3-030-29944-6
ISBN:	9783030299446

Corporate Diversity Communication Strategy = An Insight into American MNCs’ Online Communities and Social Media Engagement /
Maiorescu-Murphy, Roxana D.

Corporate Diversity Communication StrategyAn Insight into American MNCs’ Online Communities and Social Media Engagement /[electronic resource] :by Roxana D. Maiorescu-Murphy. - 1st ed. 2020. - IX, 214 p. 3 illus.online resource.

Part I Online Corporate Diversity in the Financial Industry -- 1. Introduction -- 2. Online Diversity Communication at JPMorgan Chase -- 3. Online Diversity Communication at Wells Fargo -- 4. Online Diversity Communication at Bank of America -- 5. Online Diversity Communication at Citigroup -- 6. Conclusions from the Financial Industry -- Part II Online Corporate Diversity in the Tech Industry -- 7. Online Diversity Communication at Microsoft -- 8. Online Diversity Communication at Google -- 9. Conclusions from the Tech Industry -- Part III Online Corporate Diversity in the Consumer Goods Industry -- 10. Online Corporate Diversity at Johnson & Johnson -- 11. Online Corporate Diversity at Altria Group -- 12. Conclusions from the Consumer Goods Industry -- Part IV Industry Comparison -- 13. New Directions for Theory and Practice.

This book analyzes the brand communities of major American multinationals across three industries: finance, tech, and consumer goods. It assesses how companies communicate their diversity approaches on social media (Twitter) and studies the ensuing perceptions of online users. By comparing more innovative sectors (tech and consumer goods) with a less innovative industry (finance), the author examines differences in the way brands approach and communicate about diversity in online settings. The results of the study lead to the development of a theoretical framework with practical applications for business communication academics and professionals alike. .

ISBN: 9783030299446

Standard No.: 10.1007/978-3-030-29944-6doiSubjects--Topical Terms:

1104609
Online Marketing/Social Media.

LC Class. No.: HD59-59.6

Dewey Class. No.: 659.2

Corporate Diversity Communication Strategy = An Insight into American MNCs’ Online Communities and Social Media Engagement /
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