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Kniha Corporate Diversity Communication Strategy Roxana D. Maiorescu-Murphy

Corporate Diversity Communication Strategy

Autor: Roxana D. Maiorescu-Murphy
Jazyk: Angličtina
Vazba: Brožovaná
Vydavatel: Springer Nature Switzerland AG
Dostupnost: Skladem u dodavatele
Odesíláme za 5-8 dnů
2 365 Kč
This book analyzes the brand communities of major American multinationals across three industries: f...

Informace o knize

Autor
Roxana D. Maiorescu-Murphy
Jazyk
Angličtina
Vazba
Kniha - Brožovaná
Vydáno
2020
Stránek
214
EAN
9783030299460
ISBN
3030299465
Enbook ID
33397303
Vydavatel
Springer Nature Switzerland AG
Hmotnost
454
Rozměry
148 x 210 x 13

Kompletní popis

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.                                                                                                 

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