“…This behavior has its origin in the emergence of digital, mobile and social media marketing (Wang, 2021(Wang, , 2023. The consumer journey is becoming increasingly complicated as barriers between the online and offline worlds are erased (Lemon and Verhoef, 2016;Wang, 2021Wang, , 2023Ratchford et al, 2022;Yin et al, 2022b). As a result, the consumer shopping journey has become more iterative, dynamic, customized and multichannel and a key aspect of retailing strategy (Hoyer et al, 2020;Chang and Zhang, 2022;Wang, 2021Wang, , 2023.…”