Helping Dwight: how gamification can improve CSR communication effectiveness?

PurposeThe main purpose of this study is to check the potential impact of gamification on communicating CSR issues.Design/methodology/approachThe 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.FindingsFindings show that gamification can help in this area, but depending on the author’s goal (spreading the news is the most relevant one).Originality/valueAlthough the gamification gained substantial interest over the last decade, the results of applying the same into CSR communication are still very rare.