Carmen Bueno Muñoz is a student of the PhD program in economics and business at the University of Extremadura (Spain). Her research interests are the digital transformation of the economy and innovation. Luis R. Murillo Zamorano is the director of the Research Group in Economic Analysis and Marketing Management (AEDIMARK R&D Group) at the University of Extremadura and is Associate Professor in the Department of Economics at the University of Extremadura, Spain. José Ángel López Sánchez has a PhD from the University of Oviedo (Spain), is a researcher in the Research Group on Economic Analysis and Marketing Management (AEDIMARK R&D Group) at the University of Extremadura (Spain) and is an associate professor in the marketing and market research area at the University of Extremadura (Spain).