Corporate social responsibility as an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19

Jaiyeoba, Haruna Babatunde and Hossain, Shahoriyer and Mohd Salleh, Hamzah and Elgharbawy, Amal A.M. (2021) Corporate social responsibility as an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19. Journal of Islamic Marketing. pp. 1-25. ISSN 1759-0833 E-ISSN 1759-0841

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Abstract

Purpose This paper aims to intend to ascertain whether corporate social responsibility (CSR) can serve as an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19 pandemic. Starting from being nice to do, the emergence of the Covid-19 pandemic has brought CSR to the forefront of businesses, forcing them to rapidly shift from profit maximisation to business preservation. Thus, it is practically crucial to ascertain whether CSR could be effectively used to promote halal brands in this era. Design/methodology/approach To achieve the stated aim, a survey questionnaire was developed and used to collect data from 295 participants who are familiar with the concepts of CSR and halal in Malaysia. The data collected were analysed using both descriptive and inferential statistics. Findings The findings reveal that the commitment to halal best practices, zakat and charitable donations, environmental responsibility, employee welfare and responsible dealings with clients are the most important CSR activities that can promote halal certified companies in the era of Covid-19. Whilst there is a positive relationship between halal economic responsibility and CSR as a promotional tool, such relationship is not significant. Nevertheless, the relationship between legal responsibility and CSR as a promotional tool is negative and insignificant. Research limitations/implications Limitations are inevitable in any study where a convenient sampling technique is used. Respondents from Klang Valley in Malaysia make up a large proportion of the study’s sample. This may consequently limit the generalisability of the findings of this study. Hence, future research should adequately collect data from other cities in Malaysia. Moreover, this paper does not differentiate between perceptions of Muslims and non-Muslims or between male and female; this might have an effect, as Muslims are likely to favour most of the items in the questionnaire used to collect data for this study. Thus, future research may collect sufficient data to shed more light on this issue. Originality/value The researchers have revealed that CSR is an effective promotional tool for the Malaysian halal certified companies in the era of Covid-19 pandemic. Study of this nature is rare in academic literature.

Item Type:	Article (Journal)
Additional Information:	8637/92536
Uncontrolled Keywords:	CSR, Promotion, Marketing, Halal certified companies, Covid-19
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART)
Depositing User:	Dr AMAL ELGHARBAWY
Date Deposited:	28 Sep 2021 17:23
Last Modified:	28 Sep 2021 17:23
URI:	http://irep.iium.edu.my/id/eprint/92536

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