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.

本书分析了美国主要跨国公司在三个行业的品牌群体：金融、科技和消费品。它评估了公司如何在社交媒体（Twitter）上传播其多样性方法，并研究了在线用户的后续认知。通过比较创新性较强的行业（科技和消费品）和创新性较弱的行业（金融），作者考察了品牌在网络环境中处理和沟通多样性的方式上的差异。研究结果为商务传播学者和专业人士提供了一个具有实际应用的理论框架。