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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

Online Corporate Diversity in the Financial Industry

Frontmatter

Chapter 1. Introduction

Abstract
This chapter discusses the purpose of this study and its relevance within the fields of business and communication. It tackles past literature on diversity and explains the gaps that the analysis aims to fill. Finally, the chapter discusses the methodology used for this purpose and provides a preview of the forthcoming chapters.
Roxana D. Maiorescu-Murphy

Chapter 2. Online Diversity Communication at JPMorgan Chase

Abstract
This chapter provides the details of a study conducted on JPMorgan Chase’s online community and diversity communication. The chapter sheds light on the impact of a solid corporate reputation on the users’ perceptions and response to diversity practices.
Roxana D. Maiorescu-Murphy

Chapter 3. Online Diversity Communication at Wells Fargo

Abstract
This chapter is dedicated to Wells Fargo. The results of several quantitative analyses conducted to assess online diversity communication revealed that the company’s enactment of dialogue did not lead to bond-based attachment. The thematic analysis performed on the users’ comments provided valuable explanations in this sense: Wells Fargo’s recurrent crises and the need to reestablish trust.
Roxana D. Maiorescu-Murphy

Chapter 4. Online Diversity Communication at Bank of America

Abstract
This chapter tackles diversity communication at Bank of America. The analysis reveals that the company should further detail and clarify its diversity approaches in order to enhance the users’ understanding of their impact and importance.
Roxana D. Maiorescu-Murphy

Chapter 5. Online Diversity Communication at Citigroup

Abstract
This chapter discusses diversity communication in Citigroup’s brand community. The chapter highlights the importance of corporate identification as well as its potential to transform online users in active participant in diversity initiatives offline.
Roxana D. Maiorescu-Murphy

Chapter 6. Conclusions from the Financial Industry

Abstract
This chapter compares and contrasts the banks’ diversity communication and the users’ interactions in order to ascertain the most effective ways to communicate (about) diversity in the financial sector. In addition, it proposes a model with practical applications.
Roxana D. Maiorescu-Murphy

Online Corporate Diversity in the Tech Industry

Frontmatter

Chapter 7. Online Diversity Communication at Microsoft

Abstract
This chapter provides the implications of an analysis performed on Microsoft’s online community and diversity communication. Among others, the results revealed that user interactivity entailed a predominantly positive valence and was influenced by the company’s use of dialogic communication.
Roxana D. Maiorescu-Murphy

Chapter 8. Online Diversity Communication at Google

Abstract
This chapter discusses online diversity communication at Google and takes a global approach by revealing the users’ perceptions of the company’s diversity approach as well as their recommendations for the implementation of specific diversity programs abroad.
Roxana D. Maiorescu-Murphy

Chapter 9. Conclusions from the Tech Industry

Abstract
This chapter presents the results of several tests conducted to compare and contrast the diversity communication strategies employed by Microsoft and Google as well as their impact on the users’ stances vis-à-vis diversity. In addition, the chapter discusses the development of an organizational legitimacy model that can be applied in the context of diversity communication in the tech sector.
Roxana D. Maiorescu-Murphy

Online Corporate Diversity in the Consumer Goods Industry

Frontmatter

Chapter 10. Online Corporate Diversity at Johnson & Johnson

Abstract
This chapter presents the results of several qualitative and quantitative analyses conducted on Johnson & Johnson’s online community. The results revealed the fact that the company has built a strong reputation that it uses as a framework for its diversity programs and communication. In addition, Johnson & Johnson employs dialogic communication to a greater extent than the companies analyzed in this book.
Roxana D. Maiorescu-Murphy

Chapter 11. Online Corporate Diversity at Altria Group

Abstract
This chapter discusses diversity approaches at Altria and assesses the company’s online communication from the perspective of its business profile, sometimes referred to as the “sin industry.” The chapter tackles the possibility of enacting dialogic communication around diversity despite the fact that the company’s initiatives may be viewed with skepticism given its sale of tobacco.
Roxana D. Maiorescu-Murphy

Chapter 12. Conclusions from the Consumer Goods Industry

Abstract
Despite the fact that Johnson & Johnson and Altria are classified as belonging to the consumer goods industries, their divergent business profiles made it impossible to compare their communication strategies. Consequently, this chapter discusses the main implications of the results that emerged for each company, without making analogies or drawing conclusions across the industry.
Roxana D. Maiorescu-Murphy

Industry Comparison

Frontmatter

Chapter 13. New Directions for Theory and Practice

Abstract
This chapter discusses the results of a comparison across industries, introduces a model for the implementation of online diversity communication, and tackles the limitations of the current book. Finally, the chapter gives directions for future research.
Roxana D. Maiorescu-Murphy

Backmatter

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