Kempen Tanggungjawab Sosial Korporat (CSR) dan Persepsi Khalayak: Kesan Kempen CSR Terpilih Petronas Terhadap Sikap Kasih Sayang Golongan Pelajar kepada Ibu Bapa

Abstract

Corporate Social Responsibility (CSR) is a form of corporate commitment to society. The commitment is made to improve the economy and the quality of life of all stakeholders including employees and the community. The purpose of today’s CSR does not only for the purpose of organization’s branding, it is also contributed in community development especially in educating moral values. Thus, this study focuses on identifying the influence of CSR campaigns conducted by corporate organizations in an effort to create noble values among individuals. This includes research on the impact of watching the Petronas CSR advertising campaign “Burung Murai” broadcasted in 2007, especially to the youth in Malaysia. To conduct this study, set of survey questionnaire distributed to 270 students of the Faculty of Arts & Social Sciences, University of Malaya by using random sampling. The results of the study found that there are correlations between the aspects of individual observation in influencing the formation of perception which ultimately affects the formation of pure values towards themselves.