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Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement - Tapa dura

Maiorescu-Murphy, Roxana D.

 
9783030299439: Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement
Tapa dura
ISBN 10: 3030299430 ISBN 13: 9783030299439
Editorial: Palgrave Macmillan, 2019

Sinopsis

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.

                                        

                                                         

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

Roxana D. Maiorescu-Murphy is an Associate Professor at Emerson College, Boston. She specializes in global strategic communication. Her work revolves predominantly around diversity communication, social media, and crisis management.


De la contraportada

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.

                                      

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Palgrave Macmillan
Año de publicación
2019
Idioma
Inglés
ISBN 10 
3030299430
ISBN 13 
9783030299439
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
226
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