Csr And Sustainability: An Investigation Into The Practice Of Online Csr Initiatives By Secondary Market Listed Companies In Malaysia

Corporate social responsibility (CSR) initiatives are being approached by corporations in so many ways and the most common in forms of campaigns, printed brochures, posters and sponsorships. This is becoming a problem because when corporations use existing resources to carry out their CSR initiatives, sometimes they are being carried away as not to think about whether they are going to have enough resources for future use, so as to become sustainable. But, there is another way of how corporations can be socially responsible which is to run their initiatives online via the internet or even through their corporate websites. Online CSR initiatives involve communicating any CSR information online, particularly on corporate websites such as annual report, CSR report, sustainability report, policy, recognition or awards, all communicated on corporate websites. With the vast advancement in technology particularly the internet, stakeholders expect the relevant information about the business to be made available and easily accessible. Hence, the most important characteristic of this is undoubtedly, that any CSR information can be accessed in real time, from anywhere and at relatively lower costs. The aim of this paper is to investigate the practice of online CSR initiatives by ACE market listed companies in Malaysia. ACE which is defined as Access, Certainty and Efficiency comprises of companies listed in the secondary market of Kuala Lumpur Stock Exchange (KLSE) which is now known as Bursa Malaysia. The ACE Market is different because it is sponsor-driven and open to companies of all sectors. Content analysis will be conducted to find out how the online CSR initiatives are being adopted by these companies. This study will be different from past studies and contribute to the body of knowledge by focusing on the secondary market rather than the main board of Malaysia’s stock exchange.