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

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. Front Matter ....Pages i-ix Front Matter ....Pages 1-1 Introduction (Roxana D. Maiorescu-Murphy)....Pages 3-21 Online Diversity Communication at JPMorgan Chase (Roxana D. Maiorescu-Murphy)....Pages 23-39 Online Diversity Communication at Wells Fargo (Roxana D. Maiorescu-Murphy)....Pages 41-54 Online Diversity Communication at Bank of America (Roxana D. Maiorescu-Murphy)....Pages 55-68 Online Diversity Communication at Citigroup (Roxana D. Maiorescu-Murphy)....Pages 69-80 Conclusions from the Financial Industry (Roxana D. Maiorescu-Murphy)....Pages 81-99 Front Matter ....Pages 101-101 Online Diversity Communication at Microsoft (Roxana D. Maiorescu-Murphy)....Pages 103-119 Online Diversity Communication at Google (Roxana D. Maiorescu-Murphy)....Pages 121-137 Conclusions from the Tech Industry (Roxana D. Maiorescu-Murphy)....Pages 139-153 Front Matter ....Pages 155-155 Online Corporate Diversity at Johnson & Johnson (Roxana D. Maiorescu-Murphy)....Pages 157-171 Online Corporate Diversity at Altria Group (Roxana D. Maiorescu-Murphy)....Pages 173-180 Conclusions from the Consumer Goods Industry (Roxana D. Maiorescu-Murphy)....Pages 181-189 Front Matter ....Pages 191-191 New Directions for Theory and Practice (Roxana D. Maiorescu-Murphy)....Pages 193-210 Back Matter ....Pages 211-214