Faculty Profile

Kateryna Maltseva

PhD Candidate - Department of Communication and Culture

Biography

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. 

Publications

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

The challenges of gamifying CSR communication.

Corporate Communications. An International Journal

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

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, Joƫlle & Watkins, Rebecca (red.). Communicating Corporate Social Responsibility in the Digital Era

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
2014 Handelshøyskolen BI Master of Science
2012 National University Kyiv-Mohyla Academy B.S.
Work Experience
Year Employer Job Title
2015 - Present BI Norwegian Business School PhD Candidate