Bachnik, K., & Nowacki, R. (2018). How to build customer trust: Socially responsible or controversial advertising. Sustainability, 10(7), 2173. (This paper emphasizes the importance of effective two-way communication and advertising in build trust with customers, exploring whether companies should use socially responsible or controversial advertising strategies.) Blakeman, R. (2023). Integrated marketing communication: creative strategy from idea…

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