Gamifying Public Engagement on Sustainability Issues: From Motivational Affordances to the Effectiveness of Symmetrical Public Relations

Abstract

This study aims to investigate the impact of gamification as applied to public relations, specifically its ability to engage the public with social issues. Using a survey of users on a corporate-sponsored sustainability-themed gamification platform (N = 417), 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. The findings provide empirical evidence that gamification can enhance corporate public engagement programs by offering motivational affordances, thus creating an encouraging environment that satisfies individual users’ needs for autonomy, competence, and relatedness. Consequently, positive perceptions of the relationship with the company are strengthened, leading to increased psychological engagement. This study’s contribution to the 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.