Ethical Considerations in Gamified Interactive Marketing Praxis

Samaan Al-Msallam (), Nannan Xi and Juho Hamari
Additional contact information
Samaan Al-Msallam: Tampere University
Nannan Xi: Tampere University
Juho Hamari: Tampere University

Chapter Chapter 41 in The Palgrave Handbook of Interactive Marketing, 2023, pp 963-985 from Springer

Abstract: Abstract Gamification with various designs is becoming a mainstay of interactive marketing, used to pervasively and holistically to in value-creating marketing practices. Beyond marketing, gamification is commonly seen as a technology, the effects of which are benevolent and which is often employed for sustainable ends such as the improvement of wellbeing, health, and sustainable work. However, as gamification commonly, either more or less directly, is related to attempts at affecting customers’ psychological states and continued engagement, a critical reflection of the ethical ramifications of gamification is crucial. Hazards such as manipulation, exploitation, psychological distress, and conflicts with cultural norms are considered as potential challenges that should be observed. Nevertheless, there is a current lack of examination of gamification’s ethical implications in the marketing context. In this chapter, the authors explore the ethical concerns related to using gamification as an interactive marketing tool, and examine how consumers shape their ethical judgement towards gamification. The authors also suggest various ways to help marketers, designers, and policymakers to minimize the unethical consequences of gamification, and ensure that companies will use gamification to compete both ethically and responsibly.

Keywords: Gamification; Game; Ethics; Manipulation; Sustainable; Service (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-14961-0_41

Ordering information: This item can be ordered from
http://www.springer.com/9783031149610

DOI: 10.1007/978-3-031-14961-0_41

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().