Fernando AlmeidaUniversity of Porto elations between business and consumers have been graduallychanging. The Internet has given empowerment to customers bybecoming a primary channel for contact with businesses (Acar &Puntoni, 2016; Mohammad, 2020). Communication that used to be controlled by organizations is becoming increasingly bi-directional. Nowadays, there is not a clear and unequivocal differentiation about the …
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