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Research Article
Vol. 9, Issue 2
DIGITAL TRUST AND CONSUMER BEHAVIOR IN HIGH-RISK MARKETS: EVIDENCE FROM NORTHWEST NIGERIA
This study investigates how consumer trust is constructed and operationalized in digital markets under chronic insecurity, focusing on mobile commerce (m-commerce) in Nigeria’s banditry-affected Northwest. Drawing on institutional voids’ theory and digital trust frameworks, the research addresses a critical gap in marketing literature: the lack of ...
