Titlebook: Corporate Diversity Communication Strategy; An Insight into Amer Roxana D. Maiorescu-Murphy Book 2020 The Editor(s) (if applicable) and The

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Online Diversity Communication at CitigroupThis 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.

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Conclusions from the Financial IndustryThis 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.

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Online Diversity Communication at MicrosoftThis 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.

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978-3-030-29946-0The Editor(s) (if applicable) and The Author(s) 2020

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