What is it about?
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.
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Why is it important?
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.
Perspectives
The main aim of this study is to reduce part of the uncertainty and knowledge gap in relation to the Chinese social credit system so as companies start devising accordingly their updated strategies pertaining to consumers’ behavioral shifts that would affect their market shares and sustainability in the Chinese market.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: The gamification of trust: the case of China’s “social credit”, Marketing Intelligence & Planning, February 2018, Emerald,
DOI: 10.1108/mip-06-2017-0100.
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