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In 1978, two computer fans, Ward Christensen and Randy Suess, decided to invent a digital system to inform their friends about meetings, make announcements, and share information (Glenn, 2012). The invention of this system was the beginning of a transformational era in the world of communication between customers and businesses and the development of interactive and engaging digital marketing systems (Paradkar, 2016). With many disruptive marketing technologies available, marketing research has entered into a new phase of its evolution (Walsh, 2004). The democratization of information and the increasing number of technologically savvy customers have also ignited novel research trends in the marketing literature. Digital transformation, in general, is a change where digital artifacts, systems and symbols are utilized both within and around an organization (Bonfour, 2016). Digital transformation …