Exploring the Effectiveness of Corporate Social Responsibility (CSR) Postings on Social Media in Malaysia

Yong, Jessmyn (2022) Exploring the Effectiveness of Corporate Social Responsibility (CSR) Postings on Social Media in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Today, CSR is referred as an integral part of corporate strategy. Society demands from companies to take care of them and the environment in which they operate, which fosters the popularity of Corporate Social Responsibility (CSR) initiatives in businesses and industries. Many organizations or companies nowadays believe that CSR activities are an important component of corporate public relations. With such widespread agreement on the need for CSR, organizations or public relations practitioners have to find out ways to promote the initiatives. Social media plays a crucial role in this as the organizations use this platform to deliver their CSR communication messages. Thus, this study is conducted to figure out the functions and challenges of CSR postings on social media and to explore the effectiveness of CSR postings in terms of an organization’s brand loyalty, brand awareness and brand reputation in Malaysia. The study will be conducted through online interviews with several public relations practitioners in the industry using the qualitative method.