Digital Nudging in Corporate Communication

Goals

What is digital nudging?

Digital Nudging tries to use psychological mechanisms through the targeted use of design, information and interaction elements. In this way, the individual's choice can be subtly guided. The challenges are to identify strategic potentials for (Digital) Nudging while taking into account employee preferences and ethical issues.

To this end, the team is addressing the following questions:

  1. What is the status quo for the use of digital nudging in corporate communications?
    How are digital environments designed in current projects and tasks? Is the concept of digital nudging known and is it already being used? How does corporate communications work together with other areas of the company (e.g. IT, management, HR or staff council)?
     
  2. What application scenarios are conceivable?
    Which information systems are used and in which areas do employees make suboptimal decisions? What goals does management pursue that require certain behaviors from employees? Which areas of application for digital nudging are most promising for corporate communications?
     
  3. What factors influence the use of digital nudging by corporate communications?
    Which ethical (e.g., possible manipulation), organizational (e.g., lack of networking between corporate divisions) or technical factors (e.g., use of external systems without influence on design) are relevant?

 

Approach

The following steps are applied by the research team to answer the research questions:

  1. Conducting a scientific literature analysis.
     
  2. Questioning of communication managers and persons responsible for the use of digital nudging, e.g. developers of digital decision-making platforms, persons from the management and members of the staff council within the framework of qualitative interviews.

    In order to understand the strategic connections between different areas of the company and processes that could be relevant for the use of digital nudging, the interviewees will come from a maximum of two to three companies.

 

Research team

  • Stefan Stieglitz is Professor and head of the research group for Professional Communication in Electronic Media /Social Media at the University of Duisburg-Essen.
     
  • Sünje Clausen, M.Sc., is a research associate at the chair for Professional Communication in Electronic Media / Social Media at the University of Duisburg-Essen. 

Duration

  • February 2021 till February 2022