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Online services are increasingly utilizing gamification techniques to encourage consumer loyalty and engagement. However, the majority of the gamified services fail to be financially sustainable. Existing freemium and gamified services literature provides scant knowledge on behavioral predictors of in-app purchases in freemium gamified services. The research examines highly interactive consumers' in-app behaviors using competition-based motivational affordances, daily usage behavior and social competition motivation that convert them into super engagers.

The authors applied a multimethod approach by using Multivariate Logistic Regression (n = 685) to analyze in-app behavioral data and Qualitative Comparative Analysis (n = 94) to examine survey and in-app behavioral data of highly interactive consumers of a freemium gamified service to explain paying behaviors.

Results reveal highly interactive consumers that elicit heavy daily usage of the application or excel at in-app challenges are less likely to convert to super engagers. Among super engagers, some are socially competitive, and their inability to advance in the leaderboard corresponds to in-app purchases, while non-socially competitive consumers make purchases to collect extrinsic rewards. Additionally, highly interactive consumers who possess more knowledge about the gamified service become super engagers to increase their chances to be socially competitive.

This research examines in-app behaviors of highly interactive consumers of a freemium gamified service that lead to in-app purchases following varying levels of daily usage behavior and social competition motivation. The authors contribute to the previous literature by defining and examining a new consumer segment – super engagers – that is financially beneficial for freemium services because of their in-app purchases. The authors provide insight on in-app behaviors that convert highly interactive consumers to super engagers and demonstrate that the reason for highly interactive consumers to make in-app purchases is a function of acquiring specific internal and external rewards based on their level of social competition.

Articles DIS 1 and DIS 2 appeared in our April issue. DIS 1 presented an historical survey of the methods used, either in the past or currently, to develop interactive skills. DIS 2 described the search for new methods and set down the criteria an effective method would have to meet. The present article, DIS 3, brings us one step nearer to the actual training process and the new methods. Interactive skills training is concerned with the technique of changing behaviour in the work situation. But which behaviours need to be developed and which behaviours are not significant in improving company performance? Before any training can start a decision has to be made about which behaviours are relevant and therefore need to be developed. This is, if you like, the stage identified by the trainer as ASSESSING THE TRAINING NEEDS OF THE COMPANY. In this composite article, DIS 3, compiled by three members of the team, the authors describe how the assessment of the training needs of the company, in the field of interactive skills, is to be derived from the ORGANISATION BEHAVIOUR SURVEY.

The aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media.

Beyond likes and comments, combined with the interactive behavior of consumer engagement with firms on social media, we proposed a set of metrics for consumer engagement on social media, namely personal engagement, user-interactive engagement, and fan-interactive engagement. We used the fixed-effect model and validated the impact of consumer engagement in different dimensions on firm performance.

The result shows that personal engagement and user-interactive engagement significantly correlate with firm performance; however, the same effect was not observed in fan-interactive engagement.

Prior researches on consumer engagement in social media are mainly about consumer engagement in firm-initiated social media page. In this study, we consider the consumer engagement behavior in firm-initiated and consumer-initiated social media pages, then validate the impact of different dimensions of consumer engagement on firm performance.

Employees play an essential role in interactive innovation activities in Open Innovation Communities (OICs). Nevertheless, the factors influencing employees' innovation behavior in OICs have not been studied in depth. This study selects personality traits and social network characteristics to explain why and how these two factors affect employees' innovation behavior in OICs.

Three regression models were constructed to test the relationship between personality traits, social network characteristics, and interactive innovation behaviors. The authors examined how employees' personality traits (Big Five personality traits) influence employees' innovative behavior (initiating and supporting innovation) directly in OICs and explored whether social network characteristics (social group) mediate the relationship between employees' personality traits and employees' innovation behavior.

Using empirical data on 162 employees from Salesforce's IdeaExchange, the authors found that extraversion and openness to experience have significant positive effects on employees' interactive innovation behaviors, while conscientiousness has a significant negative effect on employees' interactive innovation behaviors in OICs. Furthermore, the mediation effect test results indicated that social network characteristics have a mediating effect on the relationship between extraversion and innovative behavior, and between openness and innovative behavior.

This study analyzes how personality traits influence innovation behavior in an open innovation environment, thus enriching research related to the factors influencing interactive innovation behavior. Meanwhile, the study integrates personality, social network, and innovative behavior research streams and clearly explains the relationship between the three variables. The research findings assist firms in selecting suitable employees to participate in interactive innovation behaviors in OICs.

The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior.

A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models.

Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts.

Models provide evidence that both supports and extends previous research into interactive media from a uses and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media.

Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively.

The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US cohorts within the current generational cycle.

Management has been defined as deciding what people should do and getting them to do it. Both aspects rely on interactive skill, since the information to decide must invariably be obtained from people and getting people to co‐operate can rarely be achieved today by a simple command. Indeed, depending on the nature of the decision, effectiveness may dictate that those who must carry it out, should be involved in deciding both what shall be done and also how it shall be achieved. It is not unusual therefore, to find that not only managers and supervisors but specialists and members of project teams, find the need to spend more than half their time in group work, for instance, in obtaining or giving information and in personnel matters involving interviews and appraisals.

Service providers worldwide are seeking competitive advantage through the creation of long‐standing customer relationships. Current theory holds that interactive marketing contributes most to customer satisfaction which, in turn, provides customer motivation for long‐term relationships. However, relatively little attention has been devoted to the specific provider and customer behaviors that constitute interactive marketing. Explores the frequency and significance of 15 specific interactive marketing behaviors among 396 chief executive officer (CEO) clients of commercial loan services in five countries. Results demonstrate that higher levels of interaction are associated with higher levels of satisfaction and that there are between‐country variations in the types of interactive behaviors most associated with satisfaction.

Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with their sports teams and identify its drivers and outcomes.

The researchers deployed mixed methods in this study via three phases: (1) A judgmental sampling technique, along with snowballing, were used to conduct in-depth interviews with twenty-two football fans, for the exploratory phase; (2) A convenience sample was also used for the quantitative phase, which was divided into two stages, (1) the pretesting stage (30 fans), and (2) the main data collection stage (407 fans) and (3) A judgmental sampling technique was applied for the qualitative validation phase (10 interviews with experts and practitioners).

Qualitative and quantitative results supported team jealousy, team competitiveness and team morality as new predictors for fan engagement behaviours. Further, while the fan role readiness had the most positive effect on management cooperation, team identification had the most predicting power for prosocial behaviour. Finally, team morality had the most significant positive impact on performance tolerance.

Despite the considerable practical attention, and the recent extensive research, paid towards conceptualising customer engagement behaviours in the last decade, there is still a need for further exploration on the fan engagement concept to better understand fans' unique behavioural responses; accordingly, the current research was conducted.

This paper aims to establish a theoretical search model on academic social networking sites (ASNSs).

Based on the characteristics of ASNSs and a previous extended sense-making model, this paper first presented an initial model of searching on ASNSs. Next, an online survey was conducted on ResearchGate to understand the search processes and outcomes with the help of a survey questionnaire. In total, 359 participants from 70 countries participated in this online survey. The survey results provided a basis for modifying the initial model.

Results showed that the theoretical model of searching on ASNSs included motives for searching on ASNSs, identification of needs, search triggered by information needs, search triggered by social needs and outcomes. The search triggered by information needs was significantly positively correlated with learning outcomes. Besides learning outcomes, searching on ASNSs could help user amplify their social networks and promote research dissemination.

Understanding users’ search habits and knowledge acquisition can provide insights for ASNSs to design an interface to support searching and enhance learning. Moreover, the proposed model can help users recognize their knowledge status and learning effects and improve their learning efficiency.

This paper contributes to establishing a theoretical model to understand users’ search process and outcomes on ASNSs.

PETER HONEY So we come to the last DIS article in the series and I must say how nice it is to produce it this way — by relaxing around a tape recorder instead of slaving away putting pen to paper! As you all know, the idea is to have a free‐ranging conversation about the future of DIS work. We shall probably find that we have some similar ideas about future developments, but there will surely be some different ones also. It is no part of our purpose to reach absolute agreement about what the future holds — indeed, it would all look surprisingly rigged if we did! The previous articles in the series have, for the most part, been concerned with describing a number of techniques such as behaviour analysing, feeding back and mixing. I thought it might be best to start our conversation in this area and gradually build up to some of the wider, and wilder, ideas we might have about how these techniques could be used to good effect. Nigel, perhaps you would like to tell us about how you see these basic techniques developing in the work of your management training team in ICL?