Are firms doing a good job in building consumer trust? According to a 2012 survey of U.S. adults, “About.com found that 84 percent of respondents felt that brands needed to prove themselves trustworthy before they would interact with them or other information sources. Moreover, the study found that there were 10 primary trust ‘elements,’ or cues, that brands must establish in order to engender trust, including accuracy, expertise and transparency.”
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