“A STUDY ON THE FUNCTION OF DIGITAL TRUST FACTORS IN GLOBAL BUSINESS COMMUNICATION – A PERSPECTIVES”

Abstract

The use of Internet has been increased in recent years remarkable to gather, disseminate and interchange information with actual and potential customers and to use as a strategic tool for financial transactions. The recent explosion of global business activity on the World Wide Web has a tremendous impact on the study and practice of international marketing communication. The internet presents a fundamentally different environment for international marketing communication and new paradigms will have to be developed to take account of ‘digital’ communication process in an electronic age. This will require continuous research initiative to improve understanding of internet and electronic enabled international marketing communication process.