A new study has found that gamification can be a valuable tool for enhancing corporate public-engagement programs.

The findings by Spiro Kiousis, University of Florida College of Journalism and Communications Public Relations professor and executive associate dean, Beijing Normal University Assistant Professor Xiaomeng Lan, Ph.D. 2019, and Virginia Commonwealth University Assistant Professor Baobao Song, Ph.D. 2017, are featured in “Gamifying Public Engagement of Sustainability Issues: From Motivational Affordances to the Effectiveness of Symmetrical Public Relations” published in the International Journal of Human-Computer Interaction on Dec. 14.

According to the authors, “The study examines the effects of two gamified two-way communication strategies—feedback and value co-creation—on the public’s feeling of engagement. Additionally, it explores the mediating role of motivational experiences and perceptions of the organization-public relationship in this process.”

They add. “This study’s contribution to the [public relations] field lies in its novel perspective on gamification research within the context of public relations, bridging the gap in empirical research regarding its effectiveness in corporate communication. It sheds light on the potential of gamification as a valuable tool for corporate public engagement.”

Posted: December 18, 2023
Category: College News
Tagged as: Gamification, gaming research, International Journal of Human-Computer Interaction, Motivational Affordances, Spiro Kiousis