Affiliation of Author, Researcher, or Creator
School of Communication
Department
Marketing Communication
Author(s)
Roxana D. Maiorescu
Resource Type
Article
Publication, Publisher or Distributor
Business and Professional Communication Quarterly
Publication Date
Winter 2-7-2024
Brief Description
This study contributes to the literature on corporate diversity and crisis management by analyzing stakeholder perceptions in the aftermath of Google’s and Microsoft’s sexual harassment scandals. The results reveal that both scandals were construed from the perspective of activism, an inherent feature of social media communication. While users made demands for additional corrective action from both companies, Google’s scandal was predominantly defined from the frames of controllability and perceived injustice, possibly eroding corporate reputation. By contrast, the frame of severity prevailed in the online discourse around Microsoft and showed a delineation between perceptions of senior leadership and HR. The findings have implications for the practice of communication management with respect to scandals.
Keywords
corporate communication, diversity management, crisis communication, public relations, Google, Microsoft, scandal management
Recommended Citation
Maiorescu, R. D. (2026). An Analysis of Online Perceptions in Response to Microsoft’s and Google’s Sexual Harassment Scandals. Business and Professional Communication Quarterly, 89(1), 154-176.
Preferred Citation Style
APA
Peer Reviewed
1
License Agreement
1
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Leadership Commons, Marketing Commons, Organizational Communication Commons, Public Relations and Advertising Commons, Social Media Commons