Abstract
This chapter presents and discusses the results of the research project. It was the purpose of this study to explore how Facebook users want to be addressed by public relations communication within the social network and to develop a theoretical understanding that explains what characteristics affect the user’s interpretation and his or her judgement of whether a PR professional has used the right language and phraseology on Facebook. Following the methodology outlined in the previous chapter, open coding was used to start the analysis of the 15 interviews that were undertaken in this study.
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© 2020 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Gust, B. (2020). Results & Discussion. In: User-Oriented Appropriateness. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29999-6_4
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DOI: https://doi.org/10.1007/978-3-658-29999-6_4
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