The gamification of trust

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dc.contributor.author Ramadan, Zahy
dc.date.accessioned 2018-11-29T10:10:47Z
dc.date.available 2018-11-29T10:10:47Z
dc.date.copyright 2018 en_US
dc.date.issued 2018-11-29
dc.identifier.issn 0263-4503 en_US
dc.identifier.uri http://hdl.handle.net/10725/9823 en_US
dc.description.abstract Purpose China is establishing a social credit rating system with the aim to score the trust level of citizens. The scores will be based on an integrated database that includes a vast range of information sources, rating aspects like professional conduct, corruption, type of products bought, peers’ own scores and tax evasion. While this form of gamification is expected to have dire consequences on brands and consumers alike, the literature in that particular area of interest remains non-existent. The paper aims to discuss these issues. Design/methodology/approach A conceptual framework is suggested that highlights early on the risks and implications on brands and companies operating in that particular upcoming landscape. Findings The gamification of trust that the social credit system focuses on presents potential risks on brand and consumer relationships. This in turn will affect brand sustainability vis-à-vis the expected drastic changes in the Chinese business landscape. This study suggests the strategies to follow which will be of high interest to companies, consumers, as well as to the Chinese authorities during and after implementation stage. Originality/value This paper is amongst the first to discuss the potential effects of the Chinese social credit rating system on brands. The conceptual framework fills a sizeable gap in the literature and pioneers the discussion on potential dilemmas brands will be faced with within this new business landscape. en_US
dc.language.iso en en_US
dc.title The gamification of trust en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle the case of China’s “social credit” en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Marketing Intelligence & Planning en_US
dc.journal.volume 36 en_US
dc.journal.issue 1 en_US
dc.article.pages 93-107 en_US
dc.keywords China en_US
dc.keywords Trust en_US
dc.keywords Social media en_US
dc.keywords Brand relationship en_US
dc.keywords Gamification en_US
dc.keywords Social credit en_US
dc.identifier.doi https://doi.org/10.1108/MIP-06-2017-0100 en_US
dc.identifier.ctation Ramadan, Z. (2018). The gamification of trust: the case of China’s “social credit”. Marketing Intelligence & Planning, 36(1), 93-107. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emeraldinsight.com/doi/full/10.1108/MIP-06-2017-0100 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

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