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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...

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Main Authors: Ammar Redza, Ahmad Rizal, Dayang Aizza Maisha, Abang Ahmad, Humaira, Raslie
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysia 2022
Subjects:
HE Transportation and Communications
Online Access:http://ir.unimas.my/id/eprint/41036/2/Conceptualising%20the%20Role%20-%20Copy.pdf
http://ir.unimas.my/id/eprint/41036/
https://ejournal.ukm.my/mjc
https://doi.org/10.17576/JKMJC-2022-3804-24
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id my.unimas.ir.41036
record_format eprints
spelling my.unimas.ir.410362023-10-10T07:00:09Z http://ir.unimas.my/id/eprint/41036/ 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 HE Transportation and Communications 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. Universiti Kebangsaan Malaysia 2022-12-31 Article PeerReviewed text en http://ir.unimas.my/id/eprint/41036/2/Conceptualising%20the%20Role%20-%20Copy.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 2289-1528 https://ejournal.ukm.my/mjc https://doi.org/10.17576/JKMJC-2022-3804-24
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HE Transportation and Communications
spellingShingle HE Transportation and Communications
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
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
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 Universiti Kebangsaan Malaysia
publishDate 2022
url http://ir.unimas.my/id/eprint/41036/2/Conceptualising%20the%20Role%20-%20Copy.pdf
http://ir.unimas.my/id/eprint/41036/
https://ejournal.ukm.my/mjc
https://doi.org/10.17576/JKMJC-2022-3804-24
_version_ 1779443476894580736
score 13.211869

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