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Keywords: Relationship
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Journal Articles
The impact of language style accommodation during social media interactions on brand trust
Available to Purchase
Journal:
Journal of Service Management
Journal of Service Management (2017) 28 (3): 418–441.
Published: 19 June 2017
... experiment)=427) were conducted to determine the effects of a brand’s language style accommodation on brand trust. Findings In line with communication accommodation theory, this paper reveals that the impact of a brand’s accommodation strategy on brand trust is mediated by perceived relationship...
