Sarudin, Nur Shima (2025) Leveraging Social Media Content Towards Fostering National Unity In Malaysia Through Corporate Social Responsibility (Csr) Advertising. PhD thesis, Universiti Sains Malaysia.
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Abstract
Fostering national unity in Malaysia’s multicultural society remains a critical yet complex challenge. Corporate Social Responsibility (CSR) advertising on social media has emerged as a promising strategy for strengthening shared identity and cohesion across diverse communities. This study investigates how CSR advertisements, especially those launched during Merdeka celebrations, utilize social media content to promote national unity. Employing a mixed-methods approach that integrates content analysis, focus group discussions (FGDs), and surveys, the study explores five key objectives: (1) the representation of unity themes in CSR advertisements, (2) the influence of Social Identity Theory (SIT) on audience perception, (3) the use of communication strategies and nudging techniques, (4) levels of audience engagement and sentiment across platforms, and (5) the development of a framework for unity-driven CSR advertising.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media |
| Divisions: | Pusat Pengajian Komunikasi (School of Communication) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 29 Jul 2026 04:30 |
| Last Modified: | 29 Jul 2026 04:30 |
| URI: | http://eprints.usm.my/id/eprint/64735 |
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