Happy Holidays—Our $30 Gift Card just for you, and books ship free! Shop now>>

Corporate Diversity Communication Strategy

An Insight into American MNCs’ Online Communities and Social Media Engagement

Authors: Maiorescu-Murphy, Roxana D.

Free Preview
  • 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.
  •  
  •                                                      
see more benefits

Buy this book

eBook $89.00
price for USA in USD (gross)
  • ISBN 978-3-030-29944-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA in USD
  • ISBN 978-3-030-29943-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

                                        

                                                         

About the authors

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.


Table of contents (13 chapters)

Table of contents (13 chapters)

Buy this book

eBook $89.00
price for USA in USD (gross)
  • ISBN 978-3-030-29944-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA in USD
  • ISBN 978-3-030-29943-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Corporate Diversity Communication Strategy
Book Subtitle
An Insight into American MNCs’ Online Communities and Social Media Engagement
Authors
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-030-29944-6
DOI
10.1007/978-3-030-29944-6
Hardcover ISBN
978-3-030-29943-9
Edition Number
1
Number of Pages
IX, 214
Number of Illustrations
3 b/w illustrations
Topics