Corporate Diversity Communication Strategy: An Insight Into American MNCs’ Online Communities And Social Media Engagement 3030299430, 9783030299439, 9783030299446

This book analyzes the brand communities of major American multinationals across three industries: finance, tech, and co

207 58 2KB

English Pages 210 Year 2020

Table of contents :
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

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