Corporate diversity communication strategy
Affiliation of Author, Researcher, or Creator
School of Communication
Department
Marketing Communication
Author(s)
Roxana D. Maiorescu
Resource Type
Book
Publication, Publisher or Distributor
Springer International Publishing
Publication Date
11-16-2019
Brief Description
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
corporations, business, diversity, online communities, dialogue, public relations
Recommended Citation
Maiorescu-Murphy, R. D. (2020). Corporate diversity communication strategy. Springer International Publishing.
Preferred Citation Style
APA
Peer Reviewed
1
License Agreement
1