User-Oriented Appropriateness

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

Authors: Gust, Benjamin

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  • An economic studyPublic Relations in a Social Media World
  • Appropriate Communication in Social Networking Sites
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eBook $79.99
price for USA in USD
  • ISBN 978-3-658-29999-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-29998-9
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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. 

About the authors

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.

Table of contents (5 chapters)

Table of contents (5 chapters)

Buy this book

eBook $79.99
price for USA in USD
  • ISBN 978-3-658-29999-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-29998-9
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
User-Oriented Appropriateness
Book Subtitle
A Theoretical Model of Written Text on Facebook for Improved PR Communication
Authors
Copyright
2020
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-29999-6
DOI
10.1007/978-3-658-29999-6
Softcover ISBN
978-3-658-29998-9
Edition Number
1
Number of Pages
XIII, 170
Number of Illustrations
1 b/w illustrations
Topics