Corporate (Organizational) Identity, Cross-Cultural Communication on Social Media and Multimodality

This chapter provides a critical overview of the existing literature relevant to the three key fields, i.e., corporate (organizational) identity, cross-cultural communication on social media and multimodality. Within the three fields, attention is largely given to discursive studies on corporate (organizational) identity, studies on interpersonal interaction and studies of social semiotic multimodality on social media. It ends by critiquing the literature in the aforementioned fields and identifying the research niches that need to be addressed.