ABSTRACT
In this chapter, we advance the notion that today, participation in corporate efforts to engage stakeholders in social, ecological and governmental issues is unbalanced and not representative for the whole online population, but rather dominated by elite users. We propose additional, lower-threshold modes of participation to enlarge the potential circle of contributors that are based on hedonic gratifications, as opposed to more utilitarian motives mostly employed today. Looking at inputs from gamification research, we in particular consider narrative-, reward-, and technology-enabled elements worthwhile additions to the efforts of corporate online stakeholder engagement efforts. We conclude that, while challenges remain in gamifying CSR efforts, there are considerable benefits in speaking to a larger stakeholder base on these issues, and to familiarize them via gamified means with CSR policies and deliberations.
