Gamification Approach in CSR Communication: Case of Jotun Türkiye

Bayram Bilge Sağlam () and Egemen Ertürk ()
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Bayram Bilge Sağlam: Dokuz Eylul University
Egemen Ertürk: Dokuz Eylul University

A chapter in Sustainability in Global Companies, 2025, pp 185-201 from Springer

Abstract: Abstract While in the 1970s it was being discussed whether organizations should go beyond their core function of profitability and be active on social issues, nowadays corporate social responsibility (CSR) is almost a must for organizations. When organizations can differentiate themselves with creative CSR initiatives, they can both raise the impact of their efforts and can gain a competitive advantage. One of the leading business functions that can maximize the impact of these CSR efforts is communication. With the rapid rise of gaming, gamified corporate communication emerged as a creative way to reach the stakeholders. In this chapter, a successful example of gamification approach in CSR communication from Jotun Türkiye, called GreenSteps is analyzed thoroughly via semi-structured interviews with corporate representatives. The case of Jotun Türkiye not only underscores the efficacy of gamification in bolstering stakeholder engagement but also illuminates its positive impact on Jotun’s global brand image. Furthermore, this localized adaptation of the global GreenSteps initiative exemplifies how companies can enhance the efficacy and reach of their CSR initiatives by tailoring them to resonate with local contexts while retaining their alignment with global CSR goals.

Keywords: CSR; Communication; Gamified CSR; Gamification; Case study; Game development; Advergame; Environmental sustainability; CSR strategy; Creativity (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-77971-8_9

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DOI: 10.1007/978-3-031-77971-8_9

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