Employee Profile

Kateryna Reiby

Postdoctoral Fellow - Department of Communication and Culture


Kateryna’s research is focused on self-tracking and self-quantification and gamification. She is currently working on how self-tracking affects individuals’ cognition, performance, consumption habits and satisfaction with products and service.


Buhmann, Alexander; Maltseva, Kateryna, Fieseler, Christian & Fleck, Matthes (2021)

Muzzling social media: The adverse effects of moderating stakeholder conversations online

Technology in society, 64, s. 1- 11. Doi: 10.1016/j.techsoc.2020.101490

Many organizations struggle to meaningfully engage with their stakeholders on political, societal and environmental topics via social media. Often such discourses unravel into splintered and negative conversations, raising the question whether organizations can and should exercise some level of control and ‘steering’ in these conversations and, if so, how stakeholders would react to such ‘top down’ moderation. Existing studies lack empirical insights into the impacts of different levels of moderation in social media conversations on stakeholder attitudes. Two experimental studies were developed to test the effect of different levels of organizational moderation on stakeholder attitudes towards organizations. We show that increased levels of moderation negatively affect attitudes towards an organization, satisfaction with an organization's performance, and trust in the organization. Increased moderation also significantly undermines beliefs in the commitment of the organization to its stakeholders and control mutuality. This paper extends recent qualitative attempts to build new theory around stakeholder dialogues on social media by testing the effects of varying levels of moderation in such dialogues.

Maltseva, Kateryna (2020)

Wearables in the workplace: The brave new world of employee engagement

Business Horizons, 63(4), s. 493- 505. Doi: 10.1016/j.bushor.2020.03.007

Organizations increasingly introduce wearable devices, hoping to improve organizational performance. Wearables provide new and unique opportunities for engaging employees with their work and their organizational environment. The performance-related feedback these devices provide is supposed to help both employees and managers navigate the work environment more effectively. Despite the compelling benefits of wearables, they may prove to be detrimental to organizational performance unless a number of ethical issues are addressed. This article provides an overview of the benefits that certain wearable technologies can provide employees and managers, as well as the challenges they may create for organizations

Maltseva, Kateryna; Fieseler, Christian & Trittin, Hannah (2018)

The challenges of gamifying CSR communication.

Corporate Communications. An International Journal, 24(1), s. 44- 62. Doi: 10.1108/CCIJ-09-2018-0092

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.

Hannah, Trittin; Fieseler, Christian & Maltseva, Kateryna (2018)

The Serious and the Mundane: Reflections on Gamified CSR Communication

Journal of Management Inquiry Doi: 10.1177/1056492618790920

We debate the strategic application of game elements to corporate messaging regarding societal and ecological concerns. We propose that gamified corporate social responsibility (CSR) communication is potentially well suited to create attention and involvement for corporate CSR initiatives. However, we argue that many gamification applications undermine their purpose and increase stakeholder suspicions about CSR. By debating the potential benefits and risks of gamified CSR communication, we aim to open the scholarly debate on the appropriateness of gamification in CSR.

Maltseva, Kateryna & Lutz, Christoph (2018)

A Quantum of Self: A Study of Self-Quantification and Self-Disclosure

Computers in Human Behavior, 81, s. 102- 114. Doi: 10.1016/j.chb.2017.12.006 - Full text in research archive

An increasing number of people are tracking their fitness activities, work performance and leisure experiences using body sensors (e.g., wrist-bands or smart watches) and mobile applications. This trend, referred to as self-quantification, is driven by various motivations, from curiosity to a desire to improve performance. As self-quantification by means of digital devices is a new behavioural trend, the phenomenon has only recently received academic attention. Neither antecedents nor the implications of this phenomenon have been thoroughly investigated. This paper aims to address these gaps. Based on the literature on selfquantification, privacy and self-disclosure, we empirically test the relationship among personality traits, privacy, self-quantification and self-disclosure. The findings suggest that conscientiousness and emotional stability are associated with self-quantification. In addition, we find a significant effect of self-quantification on self-disclosure in the survey context, indicating that individuals who habitually use self-tracking applications and wearable devices are also more likely to disclose personal data in other contexts.

Fieseler, Christian; Maltseva, Kateryna & Hoffman, Christian (2017)

Hedonic Stakeholder Engagement. Bridging the Online Participation Gap Through Gamification.

Lindgreen, Adam; Vanhamme, Joëlle & Watkins, Rebecca (red.). Communicating Corporate Social Responsibility in the Digital Era

Buhmann, Alexander; Schoeneborn, Dennis, Maltseva, Kateryna & Haak, Patrick (2019)

Multi-modal anthropomorphizing of organization: Testing the critical role of metaphor, visuals, and voice

[Academic lecture]. 79th Annual Meeting of the Academy of Management.

Buhmann, Alexander; Schoeneborn, Dennis, Maltseva, Kateryna & Haak, Patrick (2019)

Anthropomorphization vs. technomorphization in (self-)portrayals of organization and their effects on individual attributions of organizational actorhood, responsibility, and legitimacy

[Academic lecture]. 79th Annual Meeting of the Academy of Management.

Buhmann, Alexander; Schoeneborn, Dennis, Maltseva, Kateryna & Haak, Patrick (2019)

The charging and discharging of agency in corporate communication: Investigating the role of corporate metaphors and their effects on individual attributions of organizational actorhood

[Academic lecture]. EUPRERA Annual Congress.

Buhmann, Alexander; Fieseler, Christian, Maltseva, Kateryna & Fleck, Matthes (2018)

Controlling conversations: the effects of moderation strategies in online stakeholder dialogues

[Academic lecture]. EUPRERA international congress.

Fleck, Matthes & Maltseva, Kateryna (2018)

Towards an Ethical Management Framework for Artificial Intelligence.

[Academic lecture]. Big Data and Managing in a Digital Economy.

More and more machines with artificial intelligence (AI) take over tasks in everyday life. The use of machines and AI is often appealing to managers. Thus, it is vital to managers to know how to use artificial intelligence and machines to execute business tasks. However, experts in AI warned about the negative consequences that might occur by wrong use of those technologies. Some even created dystopias of human extinction based on AI. We, therefore, conclude that despite technical and economic considerations also ethical considerations are necessary for the sustainable use of AI and related technologies. Our proposal aims at describing the outline of a conceptual paper developing an ethical management framework for artificial intelligence that is targeted at the interface of management academics and practitioners.

Maltseva, Kateryna; Fieseler, Christian & Trittin, Hannah (2017)

Testing the Effectiveness of Gamified CSR Communication on Pro-Environmental Behavior

[Academic lecture]. 4th CSRCOM Conference.

Maltseva, Kateryna; Matthes, Fleck & Fieseler, Christian (2017)

Inclusiveness and Moderation in Social Media Dialogues

[Academic lecture]. 19th Annual EUPRERA Congress.

Maltseva, Kateryna & Fieseler, Christian (2016)

A Gamification Approach to Corporate Social Responsibility Communications

[Academic lecture]. 66th Annual Conference of the International Communication Association.

Recent years saw increasing efforts in engaging stakeholders in ecological and social responsibility communications. However, traditionally neither the engagement nor the interest of stakeholders was easy to achieve for organizations, with attention divided, and a lack of understanding and interest often hampering the effectiveness of corporate social responsibility efforts. With our research, we propose that hedonic aspects of stakeholder engagement, in particular embodied through the process of gamifying ecological, social and governance issues, might be an ample addition to more traditional utilitarian CSR communication efforts. Specifically, we propose, based on experimental research, that the addition of gamified elements such goal-achievement, challenge, feedback and reward may better attract attention through increasing the desire for information. Our research thus complements traditional research into CSR-communications with insights about the effectiveness of hedonic message factors, and is an effort to help engage stakeholders in an increasingly attention-starved communication environment.

Academic Degrees
Year Academic Department Degree
2020 BI Norwegian Business School PhD
2014 Handelshøyskolen BI Master of Science
2012 National University Kyiv-Mohyla Academy B.S.
Work Experience
Year Employer Job Title
2020 - Present Bjørknes University College Adjunct Associate Professor
2020 - Present BI Norwegian Business School Postdoctoral Fellow
2015 - 2019 BI Norwegian Business School PhD Candidate