Keywords: Computer mediated communication
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Journal Articles
Global Knowledge, Memory and Communication (2022) 71 (6-7): 584–604.
Published: 06 August 2021
...Geeta Marmat Purpose The purpose of this paper is to present the mechanism of online customer brand trust building through the lens of Walther’s Computer Mediated Communication (CMC) – Social Information Processing Theory (SIPT). Design/methodology/approach This paper integrates a range...

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