Advertisement

Corporate Diversity Communication Strategy

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

  • Roxana D. Maiorescu-Murphy
Book

Table of contents

  1. Front Matter
    Pages i-ix
  2. Online Corporate Diversity in the Financial Industry

    1. Front Matter
      Pages 1-1
    2. Roxana D. Maiorescu-Murphy
      Pages 3-21
    3. Roxana D. Maiorescu-Murphy
      Pages 23-39
    4. Roxana D. Maiorescu-Murphy
      Pages 41-54
    5. Roxana D. Maiorescu-Murphy
      Pages 55-68
    6. Roxana D. Maiorescu-Murphy
      Pages 69-80
    7. Roxana D. Maiorescu-Murphy
      Pages 81-99
  3. Online Corporate Diversity in the Tech Industry

    1. Front Matter
      Pages 101-101
    2. Roxana D. Maiorescu-Murphy
      Pages 103-119
    3. Roxana D. Maiorescu-Murphy
      Pages 121-137
    4. Roxana D. Maiorescu-Murphy
      Pages 139-153
  4. Online Corporate Diversity in the Consumer Goods Industry

    1. Front Matter
      Pages 155-155
    2. Roxana D. Maiorescu-Murphy
      Pages 157-171
    3. Roxana D. Maiorescu-Murphy
      Pages 173-180
    4. Roxana D. Maiorescu-Murphy
      Pages 181-189
  5. Industry Comparison

    1. Front Matter
      Pages 191-191
    2. Roxana D. Maiorescu-Murphy
      Pages 193-210
  6. Back Matter
    Pages 211-214

About this book

Introduction

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.

                                      

Keywords

Corporate diversity corporate communication online corporate diversity diversity engagement social media communication diveristy in MNCs multinational corporations

Authors and affiliations

  • Roxana D. Maiorescu-Murphy
    • 1
  1. 1.Emerson CollegeBostonUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-030-29944-6
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2020
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-030-29943-9
  • Online ISBN 978-3-030-29944-6
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods
Aerospace
Engineering