User-Oriented Appropriateness

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The book explores the impact of social networking sites on communication, particularly in the field of public relations. It highlights the challenges faced by PR professionals accustomed to traditional media in adapting to digital communication's evolving techniques and language. Gust introduces the concept of user-oriented appropriateness, a new theory aimed at enhancing communication strategies in the context of social media, addressing the expectations of modern users for more effective organizational communication.