Corporate Diversity Communication Strategy, 1st ed. 2020 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.

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

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.

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.