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Article
Publication date: 5 February 2018

Jens Seiffert-Brockmann, Wolfgang Weitzl and Magdalena Henriks

The purpose of this paper is to research the role of stakeholder motivation in the context of gamification. The authors suggest, that a player’s motivation, is a key…

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Abstract

Purpose

The purpose of this paper is to research the role of stakeholder motivation in the context of gamification. The authors suggest, that a player’s motivation, is a key determinant of psychological engagement and subsequently, behavioral engagement. To examine stakeholder engagement through gamification, the authors propose a research model that links gamer types, i.e. a gamer’s motivation, with engagement and potential effects beyond the gamified content.

Design/methodology/approach

Online survey with 90 active users of a gamified application, followed by a multiple regression analysis.

Findings

The findings of the study suggest that a gamer’s typology, i.e. her underlying motivation, positively influences psychological stakeholder engagement toward gamified content and indirectly behavioral stakeholder engagement toward the communication instrument (i.e. the app) itself. The findings suggest that particularly gamified content that targets a person’s need toward achievement is a key driver of behavioral engagement toward an application. Thus, gamer types seem to be a good predictor for engagement on the part of stakeholders.

Research limitations/implications

This research provides first empirical evidence about the effectiveness of gamification of mobile service apps and the critical role of stakeholder engagement. However, several limitations have to be noted: first, the study was conducted with only a single mobile app which targets only a specific audience and which only conveys specific types of gamified content. Second, given the small sample size and sampling approach the findings should be interpreted with care in respect to its reliability, validity and robustness. Third, as only a fraction of the variance of behavioral engagement was explained by the research, future studies should investigate additional variables that drive app usage (e.g. perceived informational value).

Practical implications

When talking about the role of dialogue in the process of establishing good and lasting relations between an organization and its stakeholders, the non-rational (e.g. emotions) forces of engagement are often disregarded. The human drive to play can be a powerful door opener in that process. The paper suggests that engaging in stakeholder relations through gamification might be as effective as the standard way of dialogue and two-way-symmetrical communication. Especially potential stakeholders who lack the interest and motivation for information seeking, can be attracted to the organization in such a manner.

Social implications

Many studies that focus on engagement in the digital realm look to Twitter, Facebook, etc. in order to study company-stakeholder relationships. Thereby, the importance of many other digital media, especially games, is neglected. However, within gamified apps, small social networks form, which are driven by other forces (such as play), than in the aforementioned.

Originality/value

The present study contributes to research in the area of stakeholder engagement in the following way: even though engagement is widely believed to play a vital role in the process of building stakeholder relationships, research in the field of PR focuses mainly on the behavioral aspect of engagement. The results suggest to pay more attention to psychological antecedents in order to understand what drives engagement.

Details

Journal of Communication Management, vol. 22 no. 1
Type: Research Article
ISSN: 1363-254X

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Abstract

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Politics and Development in the North American Arctic
Type: Book
ISBN: 978-1-80043-716-6

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Book part
Publication date: 28 January 2022

Ana Magdalena Figueroa

This chapter addresses the relationship between foreign interventions and the democracy of the intervened country. In other words, I discuss how foreign interventions have…

Abstract

This chapter addresses the relationship between foreign interventions and the democracy of the intervened country. In other words, I discuss how foreign interventions have affected the quality of the democratic institutions of the country that is being intervened. Latin America has been chosen for this endeavour, and more specifically, three countries have been chosen as case studies: Nicaragua, Cuba and Brazil. Furthermore, I analyze two types of foreign interventions: military and economic interventions. Nicaragua, Cuba and Brazil have experienced both types of interventions. In order to do this comparison, I look at the predominant interventionists in Latin America: the United States and China.

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The Impact of Foreign Interventions on Democracy and Human Rights
Type: Book
ISBN: 978-1-80117-341-4

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Book part
Publication date: 28 January 2022

Marketa Jerabek

This chapter falls into line with the study about the possible incentives of interventions and their impact on democratic institutions to emphasize the need to…

Abstract

This chapter falls into line with the study about the possible incentives of interventions and their impact on democratic institutions to emphasize the need to differentiate between different military interventions and their effects on democratic institutions in the target states. The chapter theoretically builds on the Selectorate Theory (Mesquita et al. 2003) and also dialogues with liberal (Hoffmann 1997) and realist perspectives (Choi 2016) on foreign policy related to the liberal world order, human rights, economic and security interests.

Details

The Impact of Foreign Interventions on Democracy and Human Rights
Type: Book
ISBN: 978-1-80117-341-4

Keywords

Open Access
Book part
Publication date: 1 May 2019

Abstract

Details

10th Nordic Conference on Construction Economics and Organization
Type: Book
ISBN: 978-1-83867-051-1

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Article
Publication date: 20 July 2015

Mats Urde and Stephen A Greyser

– The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.

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1776

Abstract

Purpose

The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.

Design/methodology/approach

An in-depth case study analysed within a heritage brand model and a corporate brand identity framework.

Findings

The Nobel Prize is a corporate heritage brand – one whose value proposition is based on heritage – in this case “achievements for the benefit of mankind” (derived directly from Alfred Nobel’s will). It is also defined as a “networked brand”, one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize’s identity and reputation, acting as a “federated republic”.

Research limitations/implications

The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub.

Practical implications

The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand.

Originality/value

This is the first field-based study of the Nobel Prize from a strategic brand management perspective.

Details

Journal of Product & Brand Management, vol. 24 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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