LEADER 03469nam 22005415 450 001 9910383847103321 005 20200705044954.0 010 $a3-658-29999-1 024 7 $a10.1007/978-3-658-29999-6 035 $a(CKB)4100000010770659 035 $a(MiAaPQ)EBC6157285 035 $a(DE-He213)978-3-658-29999-6 035 $a(PPN)24376071X 035 $a(EXLCZ)994100000010770659 100 $a20200403d2020 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aUser-Oriented Appropriateness $eA Theoretical Model of Written Text on Facebook for Improved PR Communication /$fby Benjamin Gust 205 $a1st ed. 2020. 210 1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2020. 215 $a1 online resource (178 pages) 311 $a3-658-29998-3 327 $aPublic 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. 330 $aPublic 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. 606 $aMarketing 606 $aDigital media 606 $aCommunication 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $aDigital/New Media$3https://scigraph.springernature.com/ontologies/product-market-codes/412040 606 $aMedia and Communication$3https://scigraph.springernature.com/ontologies/product-market-codes/412010 615 0$aMarketing. 615 0$aDigital media. 615 0$aCommunication. 615 14$aMarketing. 615 24$aDigital/New Media. 615 24$aMedia and Communication. 676 $a659.202854678 700 $aGust$b Benjamin$4aut$4http://id.loc.gov/vocabulary/relators/aut$01060472 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910383847103321 996 $aUser-Oriented Appropriateness$92513667 997 $aUNINA