Overview

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.                                                                                                  

Full Product Details

Author:   Roxana D. Maiorescu-Murphy
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   1st ed. 2020
Weight:   0.454kg
ISBN:  

9783030299460

ISBN 10:   3030299465
Pages:   214
Publication Date:   14 November 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

Part I Online Corporate Diversity in the Financial Industry 1. Introduction 2. Online Diversity Communication at JPMorgan Chase 3. Online Diversity Communication at Wells Fargo 4. Online Diversity Communication at Bank of America 5. Online Diversity Communication at Citigroup 6. Conclusions from the Financial Industry Part II Online Corporate Diversity in the Tech Industry 7. Online Diversity Communication at Microsoft 8. Online Diversity Communication at Google 9. Conclusions from the Tech Industry Part III Online Corporate Diversity in the Consumer Goods Industry 10. Online Corporate Diversity at Johnson & Johnson 11. Online Corporate Diversity at Altria Group 12. Conclusions from the Consumer Goods Industry Part IV Industry Comparison 13. New Directions for Theory and Practice

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Author Information

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.

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