Acknowledgements

This chapter is based on a research project conducted within the master program Communication Management at Leipzig University, Germany. The authors acknowledge the contribution of fellow student researchers Annika Dankers, Malene Maschmann, Jeannine Mülbrecht, Niklas Tolkamp and Felix Vierheller, as well as of the project supervisor Professor Dr Ansgar Zerfass and of the German company who served as project partner.