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 of theoretical and empirical works across branding and marketing,
including concept of brand trust, use of online social media in brand communication and
customer brand relations and CMC-SIPT theory and relational marketing literature other …