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Helping Dwight: how gamification can improve CSR communication effectiveness?

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  • Filip Wójcik

Abstract

Purpose - The main purpose of this study is to check the potential impact of gamification on communicating CSR issues. Design/methodology/approach - The examination was conducted concerning the correlations between income/education level and communication effectiveness with and without gamification application. For the need of this study the survey was prepared, containing inter alia narration resting on helping Dwight to deal with the problems with adjusting to work environment, the problem often avoided in corporate social responsibility (CSR) communication research, especially gamified. Findings - Findings show that gamification can help in this area, but depending on the author’s goal (spreading the news is the most relevant one). Originality/value - Although the gamification gained substantial interest over the last decade, the results of applying the same into CSR communication are still very rare.

Suggested Citation

  • Filip Wójcik, 2023. "Helping Dwight: how gamification can improve CSR communication effectiveness?," Central European Management Journal, Emerald Group Publishing Limited, vol. 31(3), pages 405-415, August.
    • Handle: RePEc:eme:cemjpp:cemj-11-2021-0127
    DOI: 10.1108/CEMJ-11-2021-0127
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