Title: Should I accommodate you? Cross-cultural code-switching behaviours of global virtual team members during swift trust formation

Authors: Nursakirah Ab Rahman Muton; Norhayati Zakaria; Asmat-Nizam Abdul-Talib; Shafiz Affendi Mohd Yusof

Addresses: School of International Studies, College of Law, Government, and International Studies, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia ' Faculty of Business, UOWD Building, Dubai Knowledge Park, Dubai, UAE ' School of International Studies, College of Law, Government, and International Studies, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia ' Faculty of Engineering and Information Sciences, UOWD Building, Dubai Knowledge Park, Dubai, UAE

Abstract: This conceptual paper explores the process of cross-cultural code-switching (C3S) between high-context (HC) and low-context (LC) global virtual team members during the knowledge-sharing and social network exchanges. We will introduce a cross-cultural code-switching framework in a virtual setting and develop propositions to explain how GVT members attempt to switch their communicative behaviour based on two theoretical lenses: Giles communication accommodation theory (1973) and Hall high-context and low-context theory (1976). This paper offers several propositions to illuminate the process of code-switching behaviours among GVT members during the socialisation process and explores how these behaviours help develop swift trust. It considers whether developing swift trust is possible and, if so, how. We will provide future research directions in our concluding remarks.

Keywords: cross-cultural code-switching behaviour; knowledge sharing; high-context and low-context cultures; communication accommodation theory; CAT; global virtual teams; GVTs; communication styles; communicative behaviour; Malaysia.

DOI: 10.1504/IJNVO.2022.122847

International Journal of Networking and Virtual Organisations, 2022 Vol.26 No.3, pp.157 - 171

Received: 06 Jun 2021
Accepted: 19 Sep 2021

Published online: 13 May 2022 *

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