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

Roxana D. Maiorescu-Murphy

Informasi Dasar

20.21.1095
302.2
Buku - Elektronik (E-Book)

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.

Subjek

COMMUNICATION
 

Katalog

Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement
978-3-030-29944-6
210p.: pdf file.; 2 MB
English

Sirkulasi

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Pengarang

Roxana D. Maiorescu-Murphy
Perorangan
 
 

Penerbit

Palgrave Macmillan
New York
2019

Koleksi

Kompetensi

  • SK211083 - MANAJEMEN KOMUNIKASI

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