Cover Image

Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication

Corporations are subjected to high criticism due to the misuse of Corporate Social Responsibility (CSR) communication to shelter their wrongdoing in running business activities. Obtaining trust from the local communities will increase corporations’ chances to earn Social Licence to Operate (SLO). Al...

Full description

Saved in:
Bibliographic Details
Main Authors: Ammar Redza Ahmad Rizal,, Dayang Aizza Maisha Abang Ahmad,, Humaira Raslie,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2022
Online Access:http://journalarticle.ukm.my/21591/1/JkSI_24.pdf
http://journalarticle.ukm.my/21591/
https://ejournal.ukm.my/mjc/issue/view/1570
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-ukm.journal.21591
record_format eprints
spelling my-ukm.journal.215912023-05-16T04:18:31Z http://journalarticle.ukm.my/21591/ Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication Ammar Redza Ahmad Rizal, Dayang Aizza Maisha Abang Ahmad, Humaira Raslie, Corporations are subjected to high criticism due to the misuse of Corporate Social Responsibility (CSR) communication to shelter their wrongdoing in running business activities. Obtaining trust from the local communities will increase corporations’ chances to earn Social Licence to Operate (SLO). Although communication is typically a two-way process, in communication research, getting a response from the targeted personnel is much more valuable. However, extant studies provide insufficient understanding related to communicative framework in engaging with local communities. Current research trends in CSR communication are skewed towards the effects of CSR communication, legitimacy of CSR communication, as well as the challenges in carrying out CSR communication. In this study, the current model of communication which is based on the mechanistic perspective of communication is discussed and expanded. Three important communication elements are analysed, and their relationship is proposed to form a new conceptual framework that includes a fourth element: opinion leader. The suggested framework primarily describes and provides arguments for the extent of communication willingness in affecting communication commitment. The crux of this framework is communication quality; transpiring in three formative factors namely bi-directional communication, symmetrical information and transparency. This framework believes that investigating the role of opinion leader in moderating the success of CSR communication adds empirical insights in the emerging literature of CSR communication. The discussed framework could be implemented in understanding dialogue between corporations and local communities. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/21591/1/JkSI_24.pdf Ammar Redza Ahmad Rizal, and Dayang Aizza Maisha Abang Ahmad, and Humaira Raslie, (2022) Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication. Jurnal Komunikasi ; Malaysian Journal of Communication, 38 (4). pp. 425-441. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1570
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Corporations are subjected to high criticism due to the misuse of Corporate Social Responsibility (CSR) communication to shelter their wrongdoing in running business activities. Obtaining trust from the local communities will increase corporations’ chances to earn Social Licence to Operate (SLO). Although communication is typically a two-way process, in communication research, getting a response from the targeted personnel is much more valuable. However, extant studies provide insufficient understanding related to communicative framework in engaging with local communities. Current research trends in CSR communication are skewed towards the effects of CSR communication, legitimacy of CSR communication, as well as the challenges in carrying out CSR communication. In this study, the current model of communication which is based on the mechanistic perspective of communication is discussed and expanded. Three important communication elements are analysed, and their relationship is proposed to form a new conceptual framework that includes a fourth element: opinion leader. The suggested framework primarily describes and provides arguments for the extent of communication willingness in affecting communication commitment. The crux of this framework is communication quality; transpiring in three formative factors namely bi-directional communication, symmetrical information and transparency. This framework believes that investigating the role of opinion leader in moderating the success of CSR communication adds empirical insights in the emerging literature of CSR communication. The discussed framework could be implemented in understanding dialogue between corporations and local communities.
format Article
author Ammar Redza Ahmad Rizal,
Dayang Aizza Maisha Abang Ahmad,
Humaira Raslie,
spellingShingle Ammar Redza Ahmad Rizal,
Dayang Aizza Maisha Abang Ahmad,
Humaira Raslie,
Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication
author_facet Ammar Redza Ahmad Rizal,
Dayang Aizza Maisha Abang Ahmad,
Humaira Raslie,
author_sort Ammar Redza Ahmad Rizal,
title Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication
title_short Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication
title_full Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication
title_fullStr Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication
title_full_unstemmed Conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (CSR) communication
title_sort conceptualising the role of opinion leaders as moderator to local communities commitment in corporate social responsibility (csr) communication
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2022
url http://journalarticle.ukm.my/21591/1/JkSI_24.pdf
http://journalarticle.ukm.my/21591/
https://ejournal.ukm.my/mjc/issue/view/1570
_version_ 1768008346058620928
score 13.211869

Similar Items