Influence of Corporate Social Responsibility on Consumer Brand Engagement: A Study on Malaysian Youth


A growing area of corporate social responsibility (CSR) research is the CSR-consumer relationship. Today, organizations across all industries are facing increasing pressure to both sustain profitability and act in socially responsible manner. Consumers are becoming more demanding and appear concerned about patronizing brands engaged in CSR. Yet, not many researchers have looked into how consumers perceive and react to CSR. The purpose of this study is to examine consumer attitudes towards companies’ engagement and communication about CSR, as well as its impact on Malaysian youth’s behavioral intentions. It also analyzes whether they take into consideration a brand’s CSR initiatives prior to making purchasing decisions. Indeed, youth represent a sizable citizen group with the possibility for creating an influential collective force in society for socially responsible behaviors. Carroll’s definition of CSR is adopted in this study, deliberating on organization’s economic, legal, ethical and philanthropic responsibilities. This study employs a consumer survey using an online questionnaire to uncover the underlying attitudes and behavioral intentions guiding youth’s brand engagement. The findings obtained in this study is instrumental to explain the changing landscape of consumerism in Malaysia to organizations, media practitioners and future researchers on how to better engage youth in their communications.

Author Information
Jalilah Jaafar Sidek, Universiti Teknologi MARA, Malaysia
Victor Teck Hua Ngu, Mongolia International University, Mongolia
Nurul Hanani Omar, Universiti Teknologi MARA, Malaysia

Paper Information
Conference: ACAH2017
Stream: Humanities - Media, Film Studies, Theatre, Communication

This paper is part of the ACAH2017 Conference Proceedings (View)
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Posted by James Alexander Gordon