The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective
Zhihui Yang,
Dongbin Hu,
Xiaohong Chen
Abstract:PurposeIn the dynamic landscape of the digital economy, companies are increasingly adopting omnichannel integration strategies to enhance customer experiences. However, the interplay between this strategy and digitalisation in fostering brand trust remains uncharted. Drawing on the social exchange and psychological reactance theories, this study ventures into unexplored territory by examining the impact of omnichannel integration and digital value on brand trust building. It also delves into the boundary roles… Show more
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