... varying strategies and explains how certain strategies might be more effective with different categories of consumers. Originality/value This study builds on social influence theory and extends existing understanding of millennials’ participation in OBCs by highlighting the constructs of customers...

... qualitative techniques to explore the research question: semi‐structured interviews, shopping with consumers, and focus groups. Findings Three major issues contribute to unfavorable consumer responses to low customer density levels in retail stores: exposure to undesired social influence from sales...