The role of media richness on CSR web disclosure in Fast-Food Restaurants

Purpose-To investigate the different of media elements of web communication in disclosing CSR activities that can affect the attitude of the fast-food customers.Design/methodology/approach-The paper begins with a short review of the CSR and the methods of disclosing CSR information.Then, it is follo...

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Main Authors: Mat Saat, Rafeah, Selamat, Mohamad Hisyam
Format: Conference or Workshop Item
Language:English
Published: 2012
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Online Access:http://repo.uum.edu.my/12549/1/icome.pdf
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spelling my.uum.repo.125492016-04-20T06:42:59Z http://repo.uum.edu.my/12549/ The role of media richness on CSR web disclosure in Fast-Food Restaurants Mat Saat, Rafeah Selamat, Mohamad Hisyam HD28 Management. Industrial Management Purpose-To investigate the different of media elements of web communication in disclosing CSR activities that can affect the attitude of the fast-food customers.Design/methodology/approach-The paper begins with a short review of the CSR and the methods of disclosing CSR information.Then, it is followed by a literature review of CSR in food industry and a brief outline of fast food restaurants, issues and implication towards customers.This study will used laboratory experiment where dummy website of fast-food restaurant is created based on corporate websites of KFC and McDonald, which based in Malaysia.These two companies are the top fast food franchise restaurants in Malaysia.The CSR themes that covered in this study are food safety, food quality, food nutrition and halal issue (that is sensitive to Muslim people).Originality/value-CSR communications is an emerging field, with research focusing on corporate social disclosure mainly through corporate reports. However, little is known regarding CSR web disclosure particularly in fast-food restaurants.This paper provides insight on this issue.Introduction Fast-food restaurants become upward trends in developing countries like Malaysia, where Kentucky Fried Chicken (KFC) and McDonalds are the leading fast-food brands that represent 46 and 30 percent of market shares in 2009 (Ling, Mun & Ling, 2011).However, the growing awareness and health consciousness among authority and customers become a threat of these restaurants.Aware of health issues, Malaysian government takes an action through prohibited fast-food brands in sponsoring television shows for the kids to avoid them from influenced in taking fast-food regularly.On the other hand, non-government organization (NGO) has promoting healthy lifestyle by advising the customers on healthy diet and the risk of eating fast-food. Because of these actions, communicating business ethics become a challenge to fast-food restaurants. They need to engage with customers in showing their food is quality, contains healthy and balance diet as part of their social responsibility.But the problem is, in what way the fast food restaurants could ensure their message will be accepted by the customers.In situation where engagement between company and customer is important, most companies are using corporate social responsibility (CSR) to highlight their ethical business 2012-11-01 Conference or Workshop Item NonPeerReviewed application/pdf en http://repo.uum.edu.my/12549/1/icome.pdf Mat Saat, Rafeah and Selamat, Mohamad Hisyam (2012) The role of media richness on CSR web disclosure in Fast-Food Restaurants. In: International Conference on Communication and Media, 01-03 November 2012, Parkroyal Resort Hotel, Penang Malaysia. (Unpublished) http://i-come.webnode.com/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Mat Saat, Rafeah
Selamat, Mohamad Hisyam
The role of media richness on CSR web disclosure in Fast-Food Restaurants
description Purpose-To investigate the different of media elements of web communication in disclosing CSR activities that can affect the attitude of the fast-food customers.Design/methodology/approach-The paper begins with a short review of the CSR and the methods of disclosing CSR information.Then, it is followed by a literature review of CSR in food industry and a brief outline of fast food restaurants, issues and implication towards customers.This study will used laboratory experiment where dummy website of fast-food restaurant is created based on corporate websites of KFC and McDonald, which based in Malaysia.These two companies are the top fast food franchise restaurants in Malaysia.The CSR themes that covered in this study are food safety, food quality, food nutrition and halal issue (that is sensitive to Muslim people).Originality/value-CSR communications is an emerging field, with research focusing on corporate social disclosure mainly through corporate reports. However, little is known regarding CSR web disclosure particularly in fast-food restaurants.This paper provides insight on this issue.Introduction Fast-food restaurants become upward trends in developing countries like Malaysia, where Kentucky Fried Chicken (KFC) and McDonalds are the leading fast-food brands that represent 46 and 30 percent of market shares in 2009 (Ling, Mun & Ling, 2011).However, the growing awareness and health consciousness among authority and customers become a threat of these restaurants.Aware of health issues, Malaysian government takes an action through prohibited fast-food brands in sponsoring television shows for the kids to avoid them from influenced in taking fast-food regularly.On the other hand, non-government organization (NGO) has promoting healthy lifestyle by advising the customers on healthy diet and the risk of eating fast-food. Because of these actions, communicating business ethics become a challenge to fast-food restaurants. They need to engage with customers in showing their food is quality, contains healthy and balance diet as part of their social responsibility.But the problem is, in what way the fast food restaurants could ensure their message will be accepted by the customers.In situation where engagement between company and customer is important, most companies are using corporate social responsibility (CSR) to highlight their ethical business
format Conference or Workshop Item
author Mat Saat, Rafeah
Selamat, Mohamad Hisyam
author_facet Mat Saat, Rafeah
Selamat, Mohamad Hisyam
author_sort Mat Saat, Rafeah
title The role of media richness on CSR web disclosure in Fast-Food Restaurants
title_short The role of media richness on CSR web disclosure in Fast-Food Restaurants
title_full The role of media richness on CSR web disclosure in Fast-Food Restaurants
title_fullStr The role of media richness on CSR web disclosure in Fast-Food Restaurants
title_full_unstemmed The role of media richness on CSR web disclosure in Fast-Food Restaurants
title_sort role of media richness on csr web disclosure in fast-food restaurants
publishDate 2012
url http://repo.uum.edu.my/12549/1/icome.pdf
http://repo.uum.edu.my/12549/
http://i-come.webnode.com/
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