GAMIFICATION IN CSR COMMUNICATION
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
Communication with stakeholders is an important process in organization. However, many organizations feel lack of good solutions. Corporate managers wanted to find an efficient way to communicate their CSR activities to stakeholders without creating a boomerang effect. Bad solutions in CSR communication strategy and achievements presentations sometimes create resentment instead of being good incentives for stakeholders. A good alternative to traditional channels is offered by social media channels due to low cost, space for interactions and, in consequence, reduction of the likelihood of the boomerang effect. However, using social media communication for CSR purposes challenges managers to attract followers to those social media channels. The use of gamification and gaming features (mechanisms) in the CSR communication is a promising but difficult way to improve the communication process. Good practices presented in the paper illustrate how gamification can be used to improve social media-based CSR communication of organizations with their stakeholders.
Authors and Affiliations
Jerzy Gołuchowski, Katerzyna Walotek-Ściańska, Anna Losa-Jonczyk
Keywords
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- EP ID EP169648
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