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


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 (Unpublished)

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Abstract

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

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organised by: Universiti Utara Malaysia
Uncontrolled Keywords: Web site communication, Fast-food restaurants, Corporate social responsibility,Media richness theory, Attitude towards website
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Tunku Puteri Intan Safinaz School of Accountancy (TISSA)
Depositing User: Dr. Rafeah Mat Saat
Date Deposited: 05 Nov 2014 04:34
Last Modified: 20 Apr 2016 06:42
URI: http://repo.uum.edu.my/id/eprint/12549

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