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.
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Maiorescu-Murphy, R.D. (2020). Online Diversity Communication at Citigroup. In: Corporate Diversity Communication Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-29944-6_5
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DOI: https://doi.org/10.1007/978-3-030-29944-6_5
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