Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement (1st ed. 2020)
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- Synopsis
- 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.
- Copyright:
- 2020
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9783030299446
- Related ISBNs:
- 9783030299439
- Publisher:
- Springer International Publishing
- Date of Addition:
- 11/23/19
- Copyrighted By:
- Springer
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Computers and Internet, Business and Finance, Communication
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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- by Roxana D. Maiorescu-Murphy
- in Nonfiction
- in Computers and Internet
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