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

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.