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© 2020

User-Oriented Appropriateness

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

Book
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Table of contents

  1. Front Matter
    Pages I-XIII
  2. Benjamin Gust
    Pages 1-6
  3. Benjamin Gust
    Pages 7-52
  4. Benjamin Gust
    Pages 53-86
  5. Benjamin Gust
    Pages 87-145
  6. Benjamin Gust
    Pages 147-154
  7. Back Matter
    Pages 155-170

About this book

Introduction

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. 

Contents
• Public Relations in a Social Media World
• Interpreting Human Communication: On- and Offline
• Language Practice: Online and in an Social Network Environment
• Appropriate Communication in Social Networking Sites

Target Groups
• Lecturers and students in public relations, social media, (digital) communication, journalism, marketing and management
• Practitioners in public relations, marketing and management

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.

Keywords

User-Oriented Appropriateness Online Communication Public Relations Marketing Corporate Communications Social Media Facebook Grounded Theory Computer-Mediated-Communication CMC Emoticons Online Communication Online Linguistic Social Networks

Authors and affiliations

  1. 1.Technische Hochschule MittelhessenGießenGermany

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.

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
  • Copyright Information Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management Business and Management (R0)
  • Softcover ISBN 978-3-658-29998-9
  • eBook ISBN 978-3-658-29999-6
  • Edition Number 1
  • Number of Pages XIII, 170
  • Number of Illustrations 1 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Digital/New Media
    Media and Communication
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