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Corporate Diversity Communication Strategy An Insight Into American Mncs Online Communities And Social Media Engagement Roxana D Maiorescumurphy

SKU: BELL-10564040

Corporate Diversity Communication Strategy An Insight Into American Mncs Online Communities And Social Media Engagement Roxana D Maiorescumurphy

$ 31.00 ~~$ 45.00~~ (-31%)

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Corporate Diversity Communication Strategy An Insight Into American Mncs Online Communities And Social Media Engagement Roxana D Maiorescumurphy instant download after payment.

Publisher: Palgrave Macmillan

File Extension: PDF

File size: 2.45 MB

Pages: 210

Author: Roxana D. Maiorescu-Murphy

ISBN: 9783030299439, 9783030299446, 3030299430, 3030299449

Language: English

Year: 2020

Product desciption

Corporate Diversity Communication Strategy An Insight Into American Mncs Online Communities And Social Media Engagement Roxana D Maiorescumurphy by Roxana D. Maiorescu-murphy 9783030299439, 9783030299446, 3030299430, 3030299449 instant download after payment.

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.