Ontario. His current research is focused on knowledge management and innovation, social media, and e-commerce. He has published papers in journals such as Strategic Management Journal,

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Trust is important to all marketing transactions, yet there is a paucity of research of the phenomenon in an online environment. This paper provides a comprehensive review of the trust literature and forwards the findings of focus group research that has useful implications concerning factors causing trust and how trust is best manifested in Websites selling travel‐related commodities.