Marmat, Geeta - In: Global Knowledge, Memory and Communication 71 (2021) 6/7, pp. 584-604
Purpose The purpose of this paper is to present the mechanism of online customer brand trust building through the lens … building framework. Findings This paper proposes three different developmental stages in brand trust building on online social … to the next level of brand trust building. Stage III is related to trust building which is the critical stage as customer …