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User-Oriented Appropriateness

A Theoretical Model of Written Text on Facebook for Improved PR Communication

  • Book
  • © 2020

Overview

Authors:
  1. Benjamin Gust

    1. Technische Hochschule Mittelhessen, Gießen, Germany

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  • An economic study

  • Public Relations in a Social Media World

  • Appropriate Communication in Social Networking Sites

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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XIII
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  2. Introduction

    • Benjamin Gust
    Pages 1-6

  3. Literature Review

    • Benjamin Gust
    Pages 7-52

  4. The Research Process

    • Benjamin Gust
    Pages 53-86

  5. Results & Discussion

    • Benjamin Gust
    Pages 87-145

  6. Conclusion

    • Benjamin Gust
    Pages 147-154

  7. Back Matter

    Pages 155-170
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Keywords

About this book

Public Relations is fundamentally concerned with communication –– but social networking sites such as Facebook have influenced the way people communicate with one another and interpret text-based communication online. PR people who have grown up using traditional media often struggle with the new, digital world and its unfamiliar techniques and language. An increasing number of users, on the other hand, expect a different form of organisational communication. Benjamin Gust presents the new theory of user-oriented appropriateness, which is helping to communicate well in this new world of digital communication via social media. 

Authors and Affiliations

  • Technische Hochschule Mittelhessen, Gießen, Germany

    Benjamin Gust

About the author

Prof. Dr. Benjamin Gust is professor for Social Media and an experienced expert in the field of social media, digital communication and community management. He has studied in Germany, the US and Great Britain and worked for several well-known international brands to help them implement social media and digital communications.

Bibliographic Information

  • Book Title: User-Oriented Appropriateness

  • Book Subtitle: A Theoretical Model of Written Text on Facebook for Improved PR Communication

  • Authors: Benjamin Gust

  • DOI: https://doi.org/10.1007/978-3-658-29999-6

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

  • Softcover ISBN: 978-3-658-29998-9Published: 04 April 2020

  • eBook ISBN: 978-3-658-29999-6Published: 03 April 2020

  • Edition Number: 1

  • Number of Pages: XIII, 170

  • Number of Illustrations: 1 b/w illustrations

  • Topics: Marketing, Digital/New Media, Media and Communication

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