The ethics of gamification in a marketing context

Andrea Stevenson Thorpe*, Stephen Roper

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

50 Citações (Scopus)


Gamification is an increasingly common marketing tool. Yet, to date, there has been little examination of its ethical implications. In light of the potential implications of this type of stealth marketing for consumer welfare, this paper discusses the ethical dilemmas raised by the use of gamified approaches to marketing. The paper draws on different schools of ethics to examine gamification as an overall system, as well as its constituent parts. This discussion leads to a rationale and suggestions for how gamification could be regulated and/or controlled by more informal codes of conduct. The paper ends by outlining a practical framework which businesses can use to evaluate the potential ethical implications raised by their own gamified marketing techniques.
Idioma originalEnglish
Páginas (de-até)597-609
Número de páginas13
RevistaJournal of Business Ethics
Número de emissão2
Estado da publicaçãoPublicado - 20 mar. 2019
Publicado externamenteSim

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