Corporate Diversity Communication Strategy An Insight into American
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 (Twi
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Corporate Diversity Communication Strategy An Insight into American MNCs’ Online Communities and Social Media Engagement
Corporate Diversity Communication Strategy
Roxana D. Maiorescu-Murphy
Corporate Diversity Communication Strategy An Insight into American MNCs’ Online Communities and Social Media Engagement
Roxana D. Maiorescu-Murphy Emerson College Boston, MA, USA
ISBN 978-3-030-29943-9 ISBN 978-3-030-29944-6 (eBook) https://doi.org/10.1007/978-3-030-29944-6 © The Editor(s) (if applicable) and The Author(s) 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
בס"ד With gratitude to my husband, Brian Murphy, and to our parents.
Contents
Part I Online Corporate Diversity in the Financial Industry 1 1 Introduction 3 2 Online Diversity Communication at JPMorgan Chase 23 3 Online Diversity Communication at Wells Fargo 41 4 Online Diversity Communication at Bank of America 55 5 Online Diversity Communication at Citigroup 69 6 Conclusions from the Financial Industry 81 Part II Online Corporate Diversity in the Tech Industry 101 7 Online Diversity Communication at Microsoft103
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Contents
8 Online Diversity Communication at Google121 9 Conclusions from the Tech Industry139 Part III Online Corporate Diversity in the Consumer Goods Industry 155 10 Online Corporate Diversity at Johnson & Johnson157 11 Online Corporate Diversity at Altria Group173 12 Conclusions from the Consumer Goods Industry181 Part IV Industry Comparison 191 13 New Directions for Theory and Practice193 I ndex211
List of Figures
Fig. 6.1 Diversity in context Fig. 9.1 Organizational legitimacy through diversity communication F
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