The challenges of gamifying CSR communication

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

Authors

Purpose: A growing number of research report positive effects of gamification, that is the introduction of game elements to non-game contexts, on stakeholder intentions and behaviors. Hence, gamification is proposed as an effective tool for organizations to educate their stakeholders about corporate social responsibility (CSR) and sustainability-related topics. The paper aims to discuss these issues. Design/methodology/approach: In this paper, the authors ask whether gamification can communicate matters of social and environmental concern. Based on three consecutive experimental studies, the authors show that there are boundary conditions to the effectiveness of gamified communication on stakeholder attitude, intention and behavior. Findings: The authors find positive, negative and insignificant effects of gamification on pro-environmental attitude, intention and behavior. Based on these ambiguous results, the authors conclude with a call for more rigorous forms of designing gamified experiences to foster stakeholder learning and highlight and develop several such future research and engagement opportunities. Originality/value: The study is the first to apply gamification to the context of corporate and in particular CSR communication. It is furthermore one of the first studies that actually research the effects of gamification empirically, and in controlled experimental conditions.

OriginalspracheEnglisch
ZeitschriftCorporate Communications: An International Journal
Jahrgang24
Ausgabenummer1
Seiten (von - bis)44-62
Anzahl der Seiten19
ISSN1356-3289
DOIs
PublikationsstatusErschienen - 04.02.2019

DOI

Zuletzt angesehen

Publikationen

  1. Problemlösen in der Sekundarstufe I
  2. New validated liquid chromatographic and chemometrics-assisted UV spectroscopic methods for the determination of two multicomponent cough mixtures in syrup.
  3. Organisationen hacken
  4. Determiner Ellipsis in Electronic Writing - Discourse or Syntax?
  5. Gehen in der Datenbank – Der BMLwalker
  6. Computer als Medium (Hyperkult VI)
  7. Evaluation of a temporal causal model for predicting the mood of clients in an online therapy
  8. A duty-block network approach for an integrated driver rostering problem in public bus transport
  9. Georeferencing System for Maneuvering of Autonomous Truck in Mining Environment
  10. Almost-invariant sets and invariant manifolds
  11. Bridging scenario planning and backcasting
  12. Irish English and Variational Pragmatics
  13. The role of the situation model in mathematical modelling
  14. Credit constraints and margins of import
  15. How does economic integration influence employment and wages in border regions?
  16. Resisting alignment
  17. Unobtrusive Measurement of Vital Signs Through Ultra-Wideband Sensing in the Domain of AAL
  18. Repräsentative Wahlstatistik
  19. Activating an Integrative Mindset Improves the Subjective Outcomes of Value-Driven Conflicts
  20. Der FFB-Server mit Microsoft Windows Server 2003
  21. Structure matters
  22. Going beyond certificates
  23. Converging perspectives in audience studies and digital literacies
  24. Developing pragmatic competence in a study abroad context
  25. Multifractal analysis reveals music-like dynamic structure in songbird rhythms
  26. Das Simulationsexperiment
  27. Pay What You Want
  28. Formation mechanism of the abnormal texture during extrusion in Mg-Y-Sm-Zn-Zr alloy
  29. Differenz(en) im Inklusionskonzept
  30. The effect of complacency potential on human operators’ monitoring behavior in aviation
  31. RECOVERING THE HISTORY OF A DEFEATED SOCIAL MOVEMENT
  32. Answers to seven questions
  33. Sprachliche Heterogenität im gesellschaftswissenschaftlichen Unterricht
  34. Anisotropic wavelet bases and thresholding
  35. Does problem complexity matter for environmental policy delivery?
  36. Estimation of the economy of heterotrophic microalgae- and insect-based food waste utilization processes