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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Corporate Diversity Communication Strategy - An Insight into American MNCs' Online Communities and Social Media Engagement (Hardcover, 1st ed. 2020)
Loot Price: R2,653
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Corporate Diversity Communication Strategy - An Insight into American MNCs' Online Communities and Social Media Engagement (Hardcover, 1st ed. 2020)
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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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