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EMAC 2021 Regional Conference

Helping Dwight – how gamification can improve CSR communication effectiveness?

Published: September 22, 2021


Filip Wójcik, University of Warsaw


Gamification; CSR; Communication


Although the gamification gained substantial interest over the last decade, the results of applying it into corporate social responsibility communication are still very rare. The main goal of this study is to check the potential impact of gamification on communicating CSR issues. Moreover the examination was conducted concerning the correlations between income/education level and communication effectiveness with and without applied gamification. 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 CSR communication research, especially gamified.