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.
Autorentext
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.
Klappentext
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.
Inhalt
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