About the Authors

Besarta Veseli

Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Validation, Visualization, Writing – original draft, Writing – review & editing

Affiliation Assistant Professor of Marketing, Institute for Marketing, University of Hamburg, Hamburg, Germany

Rouven Seifert

Roles Conceptualization, Formal analysis, Investigation, Methodology, Validation, Writing – original draft, Writing – review & editing

Affiliation Assistant Professor of Service Management and Digital Transformation, Institute for Marketing & Service Research, University of Rostock, Rostock, Germany

Michel Clement

Roles Conceptualization, Funding acquisition, Project administration, Supervision, Writing – original draft, Writing – review & editing

michel.clement@uni-hamburg.de

Affiliation Professor of Marketing and Media, Institute for Marketing, University of Hamburg, Hamburg, Germany

Edlira Shehu

Roles Conceptualization, Supervision, Writing – original draft, Writing – review & editing

Affiliation Professor of Digital Marketing, Department of Marketing, University of Groningen, Groningen, Netherlands

Competing Interests

The authors have declared that no competing interests exist.