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Corporate Diversity Communication Strategy : An Insight into American MNCs' Online Communities and Social Media Engagement.
・ISBN 978-3-030-29943-9 hard EUR 99.99
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| 著者・編者 | Maiorescu-Murphy, Roxana D., |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2019 |
| ページ数 | 214 pp. |
| 言語 | ENG |
| ニュース番号 | ＜654-L1329 654-L1419＞ |
解説
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.