Kateryna Maltseva, Christian Fieseler, and Hannah Trittin-Ulbrich have recently published an article named “The challenges of gamifying CSR communication” in the Corporate Communications: An International Journal. Gamification – the use of game elements in non-game context – is a tool that practitioners commonly use to craft persuasive messages to win the attention of their stakeholders. Gamification is seen as engaging and involving tool that has a potential to draw attention and sustain attention. In three online experiments, the authors demonstrate that the optimism around gamification effectiveness might be premature as there are boundary conditions to the effects of gamification on environmental attitude, intention and behavior.
Article link: https://www.emeraldinsight.com/doi/abs/10.1108/CCIJ-09-2018-0092