Corporate Diversity Communication Strategy

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.

Draws on theory in organizational communication and social psychology to analyze the diversity communication of nine American corporations Investigates the extent to which the companies' diversity communication fosters the development of bonds among online users that have the potential to translate in offline interactions Explores how diversity dialogue should be construed and what its impact may be on a company's stakeholders.

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.

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.