Abstract
This chapter is dedicated to Wells Fargo. The results of several quantitative analyses conducted to assess online diversity communication revealed that the company’s enactment of dialogue did not lead to bond-based attachment. The thematic analysis performed on the users’ comments provided valuable explanations in this sense: Wells Fargo’s recurrent crises and the need to reestablish trust.
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Maiorescu-Murphy, R.D. (2020). Online Diversity Communication at Wells Fargo. In: Corporate Diversity Communication Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-29944-6_3
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DOI: https://doi.org/10.1007/978-3-030-29944-6_3
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