株式会社極東書店トップ ＞ 商品一覧 ＞ Corporate Diversity Communication Strategy: An Insight into American MNCs' Online Communities and Social Media Engagement. 2020 ed.
商品詳細
Corporate Diversity Communication Strategy: An Insight into American MNCs' Online Communities and Social Media Engagement. 2020 ed.
・ISBN 978-3-030-29946-0 paper EUR 99.99
￥26,726.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
| 著者・編者 | Maiorescu-Murphy, Roxana D., |
|---|---|
| 出版社 | (Springer Nature Switzerland AG, SZ) |
| 出版年月 | 2020 |
| ページ数 | 214 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A02-91338＞ |
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.