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The purpose of this paper is to provide insight into the competence in use when working with interactive research, which is a continuation and elaboration of action research.

A qualitative research approach was adopted for the study. The main body of empirical material in this paper is based on two sources of data – a survey comprising open-ended questions, followed by a series of focus group interviews. The respondents were researchers with varying degrees of experience in using interactive research.

The findings provide illustrations of what characterises interactive research as work and identify an additional set of activities that go beyond traditional research activities. Some activities are relatively easy to describe, while others exist in the gaps between other activities – e.g. boundary spanning – and are harder to explicitly define in terms of implications for the involved researchers’ competence. The work activities reaching beyond the traditional research boundaries are implicit and are not a common shared practice. From a competence point of view, this implies that the competence in use for these implicit tasks of interactive research becomes individually carried. Based on these findings, a number of individual aspects of what constitutes competence in use are suggested.

In future studies, it would be valuable to use a mixed-method approach that also includes longitudinal observations of the actual work of conducting interactive research.

The findings and suggestions for how to understand the competence of interactive researchers can be used as guidance for training in research education.

This study contributes to previous research by describing important requirements and critical elements of competence in use when conducting interactive research.

This paper introduces interactive research as an emerging approach within a broad family of collaborative research approaches in management and organization research. Interactive research is a way to contribute to the dual tasks of long-term theory development and innovation and change processes in organizations. One of the distinguishing features of interactive research is a focus on continuous joint learning processes between the researchers and the involved practitioners.

The basic concepts, contributions and challenges of the interactive research approach are presented and illustrated in the present paper through a practical case, the HELIX Centre.

Interactive research is a way to advance scientific knowledge about the development of new types of work organizations and the development of sustainable operations. The multi-disciplinary and interactive research approach at HELIX has made it possible to reach a high degree of both rigour and relevance in research questions and projects. The authors identified five principles from the HELIX case that were instrumental in accomplishing the dual tasks of interactive research.

The interactive research approach is a powerful method of collaboration between different stakeholders throughout the research process. This type of research makes it possible to interact at various levels of research, from the programme level, to research and development projects, to the individual level. The results from interactive research should not only be considered traditionally valid but also valid in relation to organizational and societal needs.

The purpose of this paper is to reflect on interactive research as a means to create relevant knowledge in the domain of operations management in general and specifically in the context of production start-up.

The reflection on the use of interactive research in production start-ups was based on a study of two completed interactive research projects. The lens for reflection was a framework including context, quality of relationship, quality of the research process itself and outcomes.

The context was industrial manufacturing companies in Sweden, with different kind of challenges related to production start-ups, such as collaboration between involved functions and suppliers, competence development and work routines. Indicators of the quality of relationship between researchers and practitioners were initiated development activities and new collaboration between functions, within the company, between companies and in supply chains. The reflection of the quality of the research process itself was based on an interactive research process including four iterative steps with regular follow-ups allowing joint practitioner and researcher reflection on the progress. Identified outcomes included increased awareness and competence on how to deal with production start-ups, improvements of communication, work procedures and structures, better use of competences, increased cross-functional dialogue and cultural understanding.

Implications for practitioners are the possibilities for knowledge creation through interactive collaboration in research projects enabling exchange between researchers from complementary fields and other companies dealing with production start-ups.

The interactive research approach enables joint knowledge creation in a fast-changing context such as production start-ups as well as value-adding results both for practitioners in industry and for academia.

The purpose of this paper is to present a framework applicable to interactive video retrieval. The objective of the framework is so that it can be applied conceptually for understanding users and use of video digital libraries, and also practically for designing retrieval components like user interfaces.

The framework was developed through a user-centered and analytical approach, and serves as an initial attempt at generalizing how users interact when searching and browsing digital video, throughout different situations, along with the general designs that can be supportive.

The framework is two-fold, yet, together, comprises one set of conceptual findings. The first component of the framework depicts generalized user interactions throughout varying contexts of an interactive video retrieval process, followed by a second component, an illustration of the resulting supportive interface designs or sets of features. Cautions from previous studies not to over generalize the interactive process were heeded.

The implications for such research are based on the understanding that video retrieval will benefit from the advancement of user-centered foundations, which can guide and support design decisions for resources like digital libraries.

The need for this study is rather straightforward: there is currently not enough conceptual research of interactive video retrieval from a user-centered perspective, which contrasts with other areas of information retrieval research where the interaction process has been thoroughly examined for a variety of domains and contexts with implications for different retrieval tools like OPACs, search engines, and article databases.

The purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent) and exploratory behavior. To clarify which modality richness online retailers use is more appropriate to create a virtual reality simulation experience to fill a significant gap in the sensory interactive marketing paradigm.

A task-based laboratory study was conducted to provide users with private try-on space. A total of 429 valid questionnaires were collected, and partial least squares path modeling was adopted to test hypotheses.

The results indicate that various levels of modality richness (text-visual, audiovisual and ARIT) positively affect vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent), and vivid memories successfully induce exploratory behavior.

The study results could also help retailers and brands with clear guidance in designing and creating simulation experience services and choosing the best way to present products. With the results of this research, retailers will also be able to grasp better the critical points of introducing innovative technology into the service experience and then create the benefits of digital economic growth.

Exploring which digital interactive technology online retailers use is more appropriate to create a virtual reality shopping experience to fill a significant gap in the sensory interactive marketing paradigm. Exploring the antecedents of vivid memories in a digital sensory interactive experience contributes to the body schema literature and the script theory. We draw from construal level theory (CLT) to clarify the impact of various levels of modality richness on driving the difference in sensory simulation schema to break through the limited findings of previous studies, namely using CLT to interpret psychological distance.

The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and gratifications (UGT) approach and (2) to understand how these gratifications differ between different interactive technologies (interactive kiosks and self-checkouts).

This research presents a dual qualitative study based on 32 in-depth interviews with 20 consumers, eight salespersons and four phygital experts.

The data analysis identified three specific gratifications sought in using interactive kiosks (information-seeking, hedonic and social interaction) and two gratifications common to both interactive kiosks and self-checkouts (control and time-saving).

From a media perspective (UGT), this research provides a deeper understanding of gratifications sought in using interactive technologies in a phygital store. It also contributes significantly to previous research by highlighting that gratifications differ between different technology types.

This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's growth in publication and citation, and an exploration of the journal's major themes and methodologies employed.

This study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM.

This study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal's contributing authors tend to employ empirical and quantitative methodologies.

This is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM.

The purpose of this 16-year review is to summarize interactive marketing literature in the context of personal selling and sales management. This paper serves as precursor to the Special Issue on the Convergence of Interactive Marketing and Personal Selling and Sales Management to be published by the Journal of Research in Interactive Marketing. Key research needs are identified.

A content analysis was performed on 106 articles categorized over 1998-2013. Ebsco Host was used as the database search engine, running impendent searches using personal selling, professional selling and sales management as identifiers across a variety of interactive marketing topics identified by Journal of Research in Interactive Marketing (JRIM)’s Editorial Board.

The examination of the convergence of interactive marketing in a personal selling/sales management context revealed 106 articles, with approximately 60 per cent being published in the past eight years. Although the interactive marking field is growing, there is clearly a significant opportunity for scholarly work across wide-ranging personal selling and sales management topics, and specifically in the areas of performance indices, evolving technologies, social media and tactical sales and management issues.

The paper reviews personal selling and sales management articles that have been published in the time period of 1998-2013 across marketing, business and non-business journals. While the Journal of Personal Selling and Sales Management has been the dominant outlet, other marketing and non-marketing journals are increasing their exposure in these areas.

The study provides both academics and practitioners with an updated review of the interactive marketing literature along with a sense of how personal selling and sales management research is evolving. This review offers value as a standalone article and as input for scholars submitting manuscripts to JRIM’s Special Issue on the Convergence of Interactive Marketing and Personal Selling and Sales Management.

The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment.

This article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years.

Five research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes.

Our research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development.

To answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.