Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company...

Purpose: This paper aims to develop a richer, more complete understanding of how firms define and consider customer engagement on social networks. The research builds from the theoretical backdrop of customer engagement. The research then uses a qualitative interview approach to understand the...