Overview
- Draws on theory in organizational communication and social psychology to analyze the diversity communication of nine American corporations
- Investigates the extent to which the companies’ diversity communication fosters the development of bonds among online users that have the potential to translate in offline interactions
- Explores how diversity dialogue should be construed and what its impact may be on a company’s stakeholders.
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Table of contents (13 chapters)
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Front Matter
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Online Corporate Diversity in the Financial Industry
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Front Matter
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Online Corporate Diversity in the Tech Industry
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Front Matter
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Online Corporate Diversity in the Consumer Goods Industry
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Front Matter
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Industry Comparison
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
About the author
Roxana D. Maiorescu-Murphy is an Associate Professor at Emerson College, Boston. She specializes in global strategic communication. Her work revolves predominantly around diversity communication, social media, and crisis management.
Bibliographic Information
Book Title: Corporate Diversity Communication Strategy
Book Subtitle: An Insight into American MNCs’ Online Communities and Social Media Engagement
Authors: Roxana D. Maiorescu-Murphy
DOI: https://doi.org/10.1007/978-3-030-29944-6
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2020
Hardcover ISBN: 978-3-030-29943-9Published: 14 November 2019
Softcover ISBN: 978-3-030-29946-0Published: 14 November 2020
eBook ISBN: 978-3-030-29944-6Published: 05 November 2019
Edition Number: 1
Number of Pages: IX, 214
Number of Illustrations: 3 b/w illustrations
Topics: Corporate Communication/Public Relations, Diversity Management/Women in Business, Online Marketing/Social Media