Exploring corporate social responsibility practices in the telecommunications, broadcasting and courier sectors: a comparative industry analysis

During a time when Environmental, Social and Governance (ESG) factors are gaining importance, Corporate Social Responsibility (CSR) plays a crucial role in influencing corporate behaviour and its impact on society and the environment. This is especially important in the dynamic and continuously changing areas of telecommunications, broadcasting, postal and courier services, which are crucial to the socio-economic structure of Malaysia. These industries, known for their wide influence and significant impact on everyday life, are in a prime position to lead significant efforts towards sustainable development and environmental preservation. CSR initiatives in these industries, especially among corporations licensed by the Malaysian Communications and Multimedia Commission (MCMC), have not been thoroughly investigated. The decision to examine telecommunications, broadcasting, postal and courier services companies in Malaysia for a CSR study is based on key factors highlighting the sectors’ significant influence on economic, social and environmental aspects.

According to projections, BRICS will emerge as the main economic engine, and ASEAN would rank as the world’s fifth-largest trading area (Moudud-Ul-Huq, 2019). However, in addition to facilitating commercial and economic exchanges, the presence of bilateral and multilateral trade agreements between ASEAN and BRICS member nations will pave the way for cooperative investment projects. For the majority of nations, technology, renewable energy, and infrastructure are the main areas that require cooperation. Collaborative innovation initiatives that promote technology development and information exchange may lessen poverty, enhance healthcare and education, and overall support sustainable development (Porca-Konjikusic et al., 2024). For other countries, foreign direct investment (FDI) helps the country achieve the SDGs by improving the environmental and social performance of institutions, raising correct attention, and encouraging regulation (Porca-Konjikusic et al., 2024). Hieu and Hai (2023) asserted that ASEAN and BRICS nations can begin environmental cooperation by working together on conservation projects, exchanging technologies and best practices to fight climate change, and advancing sustainable development. Additionally, this might increase travel between member nations and create ecotourism sites. Economic growth and development would also be supported by collaborating on cooperative projects for biodiversity preservation, renewable energy research, and disaster prevention (Hieu and Hai, 2023). Therefore, as one of the ASEAN member countries, Malaysia should take advantage of this cooperation for sustainable economic growth and at the same time not affect or even improve the quality of the environment. This collaboration enables the industry in Malaysia to remain competitive without marginalising social and environmental aspects.

Telecommunications and broadcasting services are essential infrastructures that support the digital economy, allowing other industries to prosper. They are critical for distributing information, facilitating connectivity and ensuring access to digital services, which are essential for economic growth and social integration (Sjödin et al., 2020; Lee, 2019). On the other hand, postal and courier services are crucial for the operation of e-commerce, which has experienced rapid expansion, particularly due to the COVID-19 epidemic (Li et al., 2023). The combination of these sectors is crucial for Malaysia’s goal of transitioning into a digitally advanced, high-income country (Malaysia Digital Economy Blueprint), which amplifies the significance of its CSR practices on the nation’s economic and social structure. The telecommunications, broadcasting, postal and courier services sectors have a significant impact on society. They form public perception, impact consumer behaviour and possess the ability to inspire societal transformation (Laville & Eynaud, 2019). Due to their wide influence and the type of services they provide, these industries have a significant obligation to engage in CSR projects that focus on social concerns, such as digital literacy, privacy and information accessibility (Pouresmaieli et al., 2024). Studying CSR in these industries offers an understanding of how firms are using their power for societal benefit, aiding national objectives of social inclusion and fairness. These sectors also have a substantial impact on the environmental footprints. The energy usage of data centres in telecommunications and the packaging waste from postal and courier services contribute to the environmental footprints (Siddik et al., 2021; Su et al., 2020). As environmental conservation awareness grows, examining CSR activities across sustainability industries provides valuable insights into companies’ efforts to reduce their environmental footprint (van Balen et al., 2021). This is particularly significant in the context of Malaysia due to its diverse range of plant and animal life and its dedication to maintaining ecological balance.

Companies in these industries adhere to stringent codes of conduct due to their critical role in national security, economic stability and public welfare (Lee, 2019). They frequently face increased public scrutiny because of their influence on daily life. These regulations and public perceptions elevate their CSR operations from business policy to a matter of national importance, impacting consumer trust and corporate reputation (Eisingerich et al., 2023). Examining CSR in these industries can illustrate how regulatory structures and societal demands influence company conduct in Malaysia. Each sector encounters distinct obstacles and opportunities when implementing CSR activities, such as addressing the digital gap in telecommunications and broadcasting or tackling the carbon emissions from deliveries in postal and courier services (Bui & Le, 2023). Emphasis on certain areas of CSR implementation enables a detailed comprehension of sector-specific CSR methods and their efficacy, offering significant insights for policymakers and industry players. In a nutshell, these sectors were chosen for this study due to their crucial role in Malaysia’s economy and society, their notable environmental influence, the regulatory and public attention they receive and the distinct challenges and opportunities they face in implementing CSR. This approach has the potential to reveal valuable insights on the incorporation of CSR practices in sectors leading Malaysia’s progress towards sustainable and inclusive development.

This study intends to analyse the CSR initiatives of these organisations to provide useful insights into how they are incorporating environmental conservation and social responsibility into their business strategy and the impact of these practices on stakeholders and the wider community. A purposive sampling was used to pick eight key informants from the senior management of listed and non-listed enterprises in the telecommunications, broadcasting and postal and courier services sectors as this technique is a widely adopted method in qualitative research for identifying and selecting cases rich in information to maximise the use of limited resources (Palinkas et al., 2015). The utilisation of Computer Aided Qualitative Data Analysis, more notably ATLAS.ti 8 Windows, played a crucial role in facilitating the process of transcription, coding, thematic analysis, validation and interpretation following the methodology. The participants were selected for their expertise and their firms’ involvement in CSR initiatives. It will offer a comprehensive source of information on the strategies, outcomes and problems of executing CSR efforts in these areas. Apart from that, this study also investigates the current CSR practices in Malaysia’s telecommunications, broadcasting, postal and courier services sectors and explores their potential contribution to sustainable development and environmental conservation. This action adds to the current discussion on incorporating ESG concepts into company strategy and operations (Khvorostyanaya, 2022). It provides insights for policy, practice and future study within Malaysia’s dedication to sustainability and social responsibility.

The CSR background

Corporate Social Responsibility (CSR) has been defined in various ways. According to McWilliams and Siegel (2001), CSR occurs when a company surpasses compliance requirements to engage in activities that potentially benefit society beyond its interests. Basil and Erlandson (2008) describe CSR from two perspectives: first, as endeavours aimed at societal improvement, even if they do not immediately benefit the company financially and second, as initiatives addressing the needs of different stakeholders within the organisation. In the contemporary business environment characterised by heightened market competition, crafting a strategy that integrates distinct CSR tactics and precise execution plans aimed at enhancing corporate image and management efficacy poses increasing challenges. The evolving and diverse needs of consumers and stakeholders further complicate the establishment of an effective CSR strategy. Despite these challenges, research demonstrates that CSR activities can enhance both brand valuation and corporate image.

The role of CSR

It is imperative for companies to meticulously consider the intentions, motivations, differentiation, sustainability and perceived friendliness of their CSR endeavours to translate them into tangible business success (Zhang et al., 2019). CSR serves as a potent marketing communication tool (Woźniakowski, 2018), enabling companies to polish their corporate image in the public eye. Particularly for multinational corporations, a strong brand is pivotal in fostering enduring consumer relationships and effectively communicated CSR activities contribute to cultivating a positive brand image. Furthermore, CSR activities serve as a buffer, mitigating the impact of adverse events that could otherwise tarnish a company’s reputation (Bae et al., 2020; Noack et al., 2019). They facilitate the establishment of long-term relationships, enabling firms to minimise negative industry impacts and address stakeholder concerns, thereby enhancing their reputation.

In essence, CSR significantly influences the formation of a favourable corporate public image and can be viewed as a means of accruing intangible assets that provide insurance against adverse events affecting a company’s management performance. Escamilla-Solano et al. (2024) recommended that industries should utilise CSR disclosures not only as a demonstration of transparency but also as a key differentiator in the assessment of socially responsible investments and as a clear expression of their commitment to stakeholders. Beyond reputation and stakeholder engagement, prior studies have demonstrated that CSR initiatives can be evaluated for their economic impact using input-output modelling (Miller & Blair, 2009) and Social Return on Investment (Nicholls et al., 2012). These methodologies provide a structured approach to assessing the contributions of CSR to sustainability and GDP growth. By adopting these economic evaluation frameworks, companies can not only measure the financial returns of CSR initiatives but also align their strategies with national economic priorities, ensuring long-term business sustainability and competitiveness.

Studies by Godfrey (2005), Vanhamme and Grobben (2009) underscore that a positive reputation stemming from CSR initiatives mitigates the repercussions of negative events, further emphasising the importance of CSR in sustaining corporate resilience and reputation management (Becker-Olsen, Cudmore & Hill, 2006; Pratihari & Uzma, 2018; Jin & Lee, 2019). Tata and Prasad (2014) in their studies highlighted organisations can improve their CSR communication by addressing incongruence between desired and current images, influenced by factors, such as the organisation’s importance, target audience’s power and media attention. A study by Hamza and Jarboui (2021) shows that firms that are less concerned with tone management in sustainable reporting processes consider more socially responsible issues. Their findings support the socially substantive initiatives and the transparency perspective of CSR. Meanwhile, Barauskaite and Streimikiene (2021) highlighted that CSR efforts bring both advantages and costs to businesses, stakeholders and society at large. While the authors acknowledge the high financial demands of CSR, they note that its benefits may not be immediately evident. However, they argue that CSR investments can yield significant long-term benefits by enhancing a company’s competitive edge. Declaring social responsibility helps businesses build a strong reputation, which is crucial for attracting consumers and securing market position.

Several explanations exist for why CSR enhances customer satisfaction, as evidenced by prior research examining the direct relationship between CSR and customer responses, such as contentment. Bhattacharya, Korschun and Sen, (2009) assert that CSR strengthens the bond between customers and the company, fostering positive perceptions of the company and promoting customer-company identification. This identification mediates the relationship between CSR and customer satisfaction (Pérez & Rodríguez del Bosque, 2015). Additionally, participating in CSR activities helps businesses develop and strengthen bonds with their clientele while gaining valuable insights about them (Shah & Khan, 2021). Leveraging this information, businesses can provide more personalised services and valuable products to their clients (Ghanbarpour, et al., 2024). According to Luo and Bhattacharya (2006), products offered by socially responsible corporations enhance value by supporting worthy causes, thereby enhancing customers’ perceptions of value and satisfaction. Internally, Cen et al. (2023) suggested that employees are attracted to organisations that care about social issues and work to solve them. Doing goodwill attract talent retention in the organisation.

The CSR types

The focus of research on corporate social responsibility (CSR) has mainly revolved around how companies present CSR on their websites and its effects on consumer perceptions (Wang & Huang, 2018). Several studies, including those by Carvalho et al. (2010), Lii and Lee (2012), Nan and Heo (2007), Sen and Bhattacharya (2001) and Tian, Wang and Yang (2011), have explored this aspect. These studies suggest that specific CSR initiatives, such as cause-related marketing, sponsorship and philanthropy play a significant role in shaping consumer identification with and perceptions of a company. For instance, Nan and Heo (2007) noted that incorporating CSR messages into commercials resulted in more positive opinions among consumers. Similarly, Sen and Bhattacharya (2001) found that consumers’ views on self-company congruence and support for the CSR domain mediated and moderated, respectively, the favourable impact of CSR initiatives on consumer assessments of companies. In their research, Chen et al. (2018) classified CSR into three categories. The first is philanthropic CSR, which involves direct institutional contributions, such as donations aimed at social improvement. The second, promotional CSR, focuses on initiatives designed to enhance promotional effectiveness, often linked to short-term sales objectives, like cause-related marketing and sponsorships. The third, value-creating CSR, aims to generate shared value among customers and stakeholders by aligning consumer welfare with business objectives and long-term societal benefits.

In the realm of corporate social responsibility, philanthropic CSR involves companies engaging in one-way giving activities, such as social donations (Dean, 2003). In contrast, promotional CSR pertains to programmes designed to enhance promotional effectiveness, often linked to short-term sales objectives (Pirsch, Gupta, & Grau, 2007). Examples of promotional CSR include various societal marketing strategies like cause-related marketing and cause sponsorships (Hoeffler & Keller, 2002). Value-creating CSR, as defined by Porter and Kramer (2006, 2011), integrates business goals, long-term societal benefits and consumer welfare to generate “shared value,” promoting alignment between stakeholders and customers (Peloza & Shang, 2011). A positive reputation serves as a strategic asset, fostering credibility and support from various stakeholders. Organisations engage stakeholders to actively involve them in their activities, with the primary goal of contributing to sustainable development across society (Ferran Vila et al., 2022).

Companies allocate significant resources to philanthropy to maintain a positive public image (Ananzeh, Alshurafat, & Hussainey, 2022a; Ananzeh, Bugshan, & Amayreh, 2023). Consequently, corporate philanthropy has become a widespread practice among businesses worldwide, regardless of their size, encompassing both large multinational corporations and small-to-medium-sized enterprises (Cha and Rew, 2021). Philanthropic endeavours vary widely, ranging from altruistic acts intended to aid others to monetary contributions made in support of charitable, humanitarian, or social causes (Campopiano et al. 2014). Corporate giving has emerged as a critical strategic consideration for businesses seeking to position themselves as socially conscious organisations (Ananzeh et al., 2022b; Cha & Rew, 2021).

CSR in telecommunication, broadcasting and postal and courier services sector

The telecommunications sector is one of the most dynamic industries, offering a variety of essential services to consumers. The growing demand has had significant implications for various stakeholders. Given the intense competition resulting from the influx of companies, it is important to examine CSR implementation in this industry, as firms may use CSR as a differentiation strategy (Welbeck et al., 2020). Welbeck et al. (2020) found that the telecommunications industry in Ghana, a developing country, places less emphasis on environmental issues. Instead, CSR activities are more focused on benefiting society and shareholders. Casado-Díaz et al. (2014) suggested that CSR activities have a stronger positive impact on performance for service-based firms compared to product-based ones. They also recommend that service firms actively engage in CSR, using responsible practices to stand out from competitors (Porter and Kramer, 2006). Runhaar and Lafferty (2009) observed that CSR in the telecommunications sector is often used defensively, to protect reputation and meet the expectations of employees and other stakeholders. However, it was noted that these companies frequently incorporate their products and services in CSR initiatives, particularly those that focus on environmental projects, which can also yield financial benefits, such as energy savings.

Liew and Song (2017) argued that local telecommunications providers have expanded their CSR efforts beyond traditional philanthropic activities to encompass a broader range of economic, legal, ethical and philanthropic practices. Despite this, they emphasised the need for greater focus and commitment to CSR. They recommended that companies continually enhance their CSR practices through the diversification of activities to foster more positive consumer perceptions and improve business performance. To remain competitive, telecommunications companies should adopt innovative and varied CSR strategies that strengthen organisational reputation, product or service quality and stakeholder value.

Research design

This study employs a qualitative research design to gain a comprehensive comprehension of the research objectives. This study is exploratory, intending to investigate corporate social responsibility (CSR) initiatives undertaken by Malaysian Communications and Multimedia Commission (MCMC) Licensees operating in the telecommunications, broadcasting, postal and courier services industry.

Research instrument

In this qualitative research study, a semi-structured interview protocol was developed, consisting of an introductory section addressing participant information and informed consent, followed by open-ended and probing questions exploring key themes, such as CSR types and its practices within the telecommunications, broadcasting and postal and courier services sector. The protocol also delved into specific CSR practices and their influence on daily business activities. The interview duration, logistics and contact information were communicated and a pilot interview was conducted to refine the effectiveness of the questions. The instrument consists of a protocol and an introduction by the researcher before the interview session begins. The rest of the content covers the interviewee’s background, the implementation of CSR in the organisation, their attitude toward sustainability, CSR and ESG, the subjective norms for sustainability, CSR and ESG, the perceived behavioural control on sustainability, CSR and ESG, as well as the challenges and success factors related to sustainability, CSR and ESG.

Research technique

Purposive sampling was used where key informants were selected based on their expertise on a particular issue. Purposeful sampling is a widely adopted method in qualitative research for identifying and selecting cases rich in information to maximise the use of limited resources. This method entails selecting individuals or groups who possess substantial knowledge or experience related to the phenomenon being studied (Palinkas et al., 2015). Additionally, Bernard (2002) and Spradley (1979) emphasise the significance of participants’ availability, willingness to engage and capability to convey their experiences and viewpoints clearly, expressively and thoughtfully. In this case, the study involves top management individuals from both listed and non-listed companies in the telecommunications, broadcasting and postal and courier services sectors that hold MCMC licenses. They are leaders for sustainability; risk management; and governance in the organisations. The list of licensees includes Applications Service Providers (ASP), Network Facilities Providers (NFP), Network Service Providers (NSP), Content Application Service Providers (CASP) and Postal and Courier Services. Due to time and technical constraints, the study involves eight companies as key informants. Samples for qualitative studies are generally much smaller than those used in quantitative studies (Boddy, 2016).

The acquisition of narratives from eight corporate companies specified by MCMC has been accomplished effectively through the deconstruction of the study’s objectives. The companies are composed of three primary sectors: telecommunications, broadcasting and postal and courier services. These three sectors have been chosen as they fall under the categories of licensee by the Malaysia Communications and Multimedia Commission (MCMC). It is important to see the variations, differences and how they perceive CSR aspects from these three sectors as it would bring significant findings. Despite initial invitations from several companies via email and telephone, their interest in participating in this research was minimal. One of the primary reasons is that they demonstrated a delayed decision regarding their potential involvement in this study, presumably due to their limited comprehension of the ESG, particularly the CSR concept. This demonstrates that some of these businesses are unwilling to participate because their company’s negative perception or embarrassment regarding the implementation of ESG is still relatively low. Notwithstanding this, a subset of the interviewed companies effectively engages in cooperative efforts or, at the very least, expresses the intention to execute the cooperation effectively in light of the conducted interviews.

Finally, face-to-face or virtual interviews were conducted with eight key informants (Table 1) who are top management individuals from the selected companies. Eight interview sessions were conducted with key informants from eight companies representing the broadcasting, telecommunications, postal and courier industries. Each session involved one or two representatives from the company and on the researcher’s side, two individuals participated. The interviews were conducted by the researcher, with each session lasting approximately one to two hours. The interviews took place between August and October 2024. The interviews aimed to explore and gather information on the implementation of CSR in business operations. Their narratives provide a qualitative aspect that has meaning, significance and rich understanding (Tashakkori et al., 2020). The key informant voices help to achieve data saturation, external validity and/or information redundancy (Onwuegbuzie & Leech, 2007). These techniques of data collection are aligned with those stated in Lietz & Zayas (2010) in increasing the trustworthiness of qualitative research. Table 1 presents companies that participated in the interviews that were witnessed by personnel comprising top management who were recognised as having direct experience with the ESG implementation processes within their respective companies.

Furthermore, we also employed the reflexivity method of observational notes and memos throughout data collection to comprehend the significance of each interview and observation session as suggested by Yong et al. (2019) to ensure the quality of our qualitative study. The interview session was recorded with permission from the key informant to facilitate the note-taking and narrative transcribing purpose.

Data analysis

The data collected from the narratives was subjected to thematic analysis to get insight into the perspectives of key informants about how CSR has been initiated in the Telecommunications, Broadcasting, Postal and Courier Services Licensees in Malaysia. The data underwent transcription, coding, thematic analysis, validation and interpretation following the methodology outlined by Talib (2019). The utilisation of Computer Aided Qualitative Data Analysis, more notably ATLAS.ti 8 Windows, played a crucial role in facilitating the process.

The findings demonstrate that corporations in the telecommunications, television, postal and courier services industries utilise unique corporate social responsibility (CSR) approaches. This study demonstrates that the specific type and extent of corporate social responsibility (CSR) implementation are influenced by multiple factors, such as the company’s inherent characteristics and its ability to effectively execute CSR initiatives.

Corporate social responsibility practices among telecommunication licensee representatives

T1 and T3 demonstrate a comprehensive approach to CSR, incorporating philanthropy, promotional activities and value-creation initiatives into their corporate frameworks. Conversely, T2 appears to prioritise promotional activities and value creation, neglecting philanthropic endeavours. The reason behind this difference in approach could stem from various factors, such as industry dynamics, strategic priorities, stakeholder expectations, resource allocation and corporate culture (Xiao et al., 2019). T2 is one of the telecommunications companies where it is highly competitive for market share and customer loyalty. In this case, T2 may prioritise promotional activities to maintain its competitive edge, as advertising and marketing campaigns can be instrumental in attracting and retaining customers in this industry rather than others. Telecommunications companies often invest heavily in research and development to innovate and offer new products and services (Sjödin et al., 2020). T2’s focus on value creation may reflect its strategic emphasis on investing in technology and innovation to meet customer demands and stay ahead of competitors. Companies in the telecommunications sector are subject to various regulations and licensing requirements imposed by the government (Lee, 2019). T2’s CSR priorities may be influenced by regulatory expectations, with a greater emphasis on activities that align with regulatory compliance and industry standards. As a prominent telecommunications provider, T2 may prioritise activities that directly benefit its customers, such as improving service quality, network coverage and technological advancements. These efforts contribute to enhancing the customer experience and maintaining customer satisfaction, which is critical for retaining market share in the industry aligns with findings from Liew and Song (2017). T2’s CSR strategy may reflect its corporate culture and values, which could emphasise innovation, customer-centricity and business growth. Philanthropic endeavours may still be part of its CSR efforts, but they may be integrated into broader initiatives that align more closely with the company’s strategic objectives and core values as mentioned by Jin et al. (2013) organisational core values significantly affect corporate ethics, social responsibility and financial performance. By considering these industry-specific factors and T2’s position within the telecommunications market in Malaysia, researchers can better understand why the company prioritises promotional activities and value creation in its CSR approach while potentially placing less emphasis on philanthropic endeavours.

However, both T1 and T3 prioritise philanthropy as a core component of their CSR initiatives. T1 exemplifies this commitment through its digital inclusion programmes which aim to bridge the digital divide among the public, particularly underserved communities. As T1 informant noted “The biggest priority for Telco sector is not environment, but social. So, digital inclusion which meaning access to the internet and improve the digital skills has become our focus”. On the other hand, T3 focuses on community development projects, such as building solar panels and providing clean water to indigenous communities, showcasing a dedication to social welfare beyond business interests “First, we need to work with the government to educate the people and we need to work with Tok Batin. You need to use community engagement just now. For us, we have done an Orang Asli programme with the Department of Orang Asli Affairs (JHEA). We build solar. We give them clean water”. According to Mahmood & Bashir (2020), philanthropic initiatives can bolster a company’s reputation and brand image by demonstrating its commitment to social causes and community well-being. It provides opportunities for companies to engage with stakeholders, including local communities, non-profit organisations, government agencies and customers (Arco-Castro et al., 2020).

By supporting community projects, charities, or educational initiatives, these companies can build positive relationships with stakeholders and foster goodwill. Philanthropy allows companies to address pressing social issues and contribute to positive social change (Laville & Eynaud, 2019). Involvement in philanthropic activities can help address community needs, such as education, healthcare, environmental sustainability, or social welfare programmes, thereby making a meaningful impact on society. Philanthropy CSR can boost employee morale and engagement by providing opportunities for employees to participate in volunteer activities or fundraising efforts (Breeze & Wiepking, 2020). The companies’ support for employee volunteering or donation matching programmes can foster a sense of pride and purpose among their workforce, leading to increased motivation and loyalty (Farooq et al., 2020). Engaging in philanthropy can contribute to the long-term sustainability of business operations by fostering positive relationships with key stakeholders and securing its “license to operate” in the community. By demonstrating corporate citizenship and social responsibility, T1 and T2 can mitigate risks related to reputational damage, regulatory scrutiny, or public backlash. As quoted from the T1 informant,”So, either you are talking about environmental solutions, or energy efficiency, human rights, supply chains, there is a lot of solutions and opportunities in digital world. So, it makes a lot of sense from ICT companies to be in a forefront. So, it makes good business sense, business opportunities, reputations benefit in the sense and also a lot of cost of efficiency related to it”.

Promotional CSR serves as a platform for telecommunications companies to not only enhance their brand image but also to demonstrate their commitment to sustainable and ethical practices. All three telecommunications companies under review exhibit a dedication to promotional CSR through their adherence to ISO certification standards and their commitment to transparency in financial and sustainability reporting. These practices not only showcase their accountability to stakeholders but also highlight their efforts to operate in an environmentally and socially responsible manner. T1 sets itself apart by employing a diverse and comprehensive strategy for promoting corporate social responsibility (CSR). T1 promotes environmental consciousness by tracking paper consumption across different departments of the organisation and organising electronic waste initiatives. This not only increases awareness about environmental concerns but also actively involves employees in adopting sustainable behaviours. T1’s commitment to reducing its environmental impact is evident through its collaborative partnerships with utility providers, such as Tenaga Nasional Berhad (TNB) and Sabah Electricity Sdn. Bhd. (SESB) to reduce carbon emissions. Moreover, providing incentives for employees to utilise public transit is in line with the company’s endeavours to diminish carbon emissions and advocate for sustainable transportation options. These activities not only enhance T1’s standing as an ecologically aware organisation but also cultivate a culture of sustainability inside the company and the wider society.

On the other hand, T2’s main goal is to encourage the consumption of environmentally friendly power as a part of its promotional corporate social responsibility (CSR) initiatives. T2’s objective is to minimise its environmental footprint and support the shift towards a low-carbon economy by giving priority to the utilisation of renewable energy sources. Citing from the T2 respond, “We have paper used campaign on how much paper we use as a company. We are actually very good in terms of paper consumption and beyond that we also talk about the larger scale of carbon emission. We do come up with reduction initiatives on an annual basis. Another one we launched earlier this year is on e-waste campaign where we collect back the devices and send them for refurbishing or recycling”. Although T2’s efforts may have a narrower scope than T1’s, they still emphasise the company’s dedication to environmental stewardship and sustainability. Meanwhile, T3 distinguishes itself by its climate leadership activities, surpassing basic adherence to environmental standards. T3 establishes a model for other telecom firms to emulate by adopting extensive measures to tackle climate change inside its organisation. T3 demonstrates climate leadership by not just decreasing its carbon emissions but also serving as a role model for industry suppliers, partners and competitors.

Telecommunications businesses T1, T2 and T3 demonstrate their dedication to environmental sustainability, stakeholder involvement and long-term organisational resilience through their value-creating CSR projects. Although every company implements a distinct strategy according to its own priorities and business environment, they all contribute together to the generation of shared value for stakeholders and society at large. To maximise their influence, these corporations can include CSR in their fundamental business strategies and cooperate with stakeholders to tackle developing sustainability issues. The contents of Table 2 are primarily extracted and analysed from the interview sessions with the key informants.

Corporate social responsibility practices among broadcasting licensee representatives

Both B1 and B2 are Malaysian broadcasting corporations that have a common characteristic: they are statutory bodies operating under different ministries. However, in terms of implementing CSR, it was discovered that B2 is superior in encompassing philanthropic and promotional CSR as opposed to B1. Nevertheless, both entities continue to engage in value-generating corporate social responsibility (CSR).

In the broadcasting sector, B2 demonstrates a commitment to philanthropy and CSR by aiding identified individuals to start-up businesses. This initiative reflects the company’s dedication to supporting economic empowerment and community development, aligning with the principles of philanthropic giving to address social needs and promote equitable opportunities for individuals. Through targeted philanthropic efforts, B2 contributes to societal welfare and fosters a positive public image within the broadcasting industry. As mentioned by the B2 informant, “Yes. It is a Hijrah Prihatin programme that is more about CSR involving people with disabilities. However, there are some programmes such as beach and river cleanups. We also collaborate with SME Corp to distribute funds to entrepreneurs. At the same time, we will promote these entrepreneurs. It is closely related to how successful we are in helping them in terms of advertising. Specifically, this programme exists from other CSR programmes that have been implemented”. The philanthropy initiatives are important to maintain a positive public image (Ananzeh, Alshurafat, & Hussainey, 2022a; Ananzeh, Bugshan, & Amayreh, 2023). B2 also focuses on promoting environmental sustainability through leadership, education and community engagement. By collaborating with governmental agencies for environmental public service announcements and utilising cloud computing for document management, B2 enhances its brand image while contributing to environmental awareness and advocacy within the broadcasting community. This act has been mentioned by Omoyajowo et al. (2024) that media acts as an effective tool to create awareness and instil knowledge on environmental issues among the public. This promotional CSR strategy not only strengthens B2’s position as an environmentally responsible broadcaster but also inspires positive action among its audience and industry peers.

B2’s emphasis on value-creating CSR is evident through various initiatives aimed at enhancing operational efficiency and promoting environmental sustainability. By monitoring electric consumption, promoting energy-saving practices and implementing e-waste recycling initiatives, B2 demonstrates a commitment to resource management and environmental stewardship in its broadcasting operations. “We have a police report on recycle paper and e-waste. We see that the upper level of this building is a bit dark, but we want to make sure that there is a saving on the use of resources there. At this stage, when we use paper we need to be more careful to avoid wastage and move towards saving resources” from the B2 informant. Furthermore, the company’s adoption of smart devices and cloud computing to minimise paper use reflects its dedication to innovation and technological advancement in the broadcasting industry. These value-creating initiatives contribute to B2’s long-term success and sustainability as a responsible broadcaster, while also setting a positive example for others in the industry to follow.

B1 prioritises value-creating CSR initiatives, such as providing annual reporting for government agencies, monitoring paper usage among employees and promoting environmental and social impact through educational plans. “We have carried out our waste management initiatives. But, we also need to see how many documentaries we produce and how many designs related to waste management are publicised to the public. Our responsibility is more about publicising what is necessary, namely waste management practices to the community. We make announcements but do not have the power to monitor the level of practices in the community. However, this announcement is in the general ranking and creates a value” as quoted directly from the B2 informant.

Theoretically and practically, it is understood that reporting on CSR initiatives is distinct from the actual CSR activities, being more aligned with financial reporting. However, the findings from this study reveal a different perspective from the informants. They perceive reporting on CSR initiatives as an integral part of CSR activities. This divergence highlights the need to consider stakeholder perceptions in the broader context of CSR practice and reporting. While B1 may not engage in philanthropy or promotional CSR, its focus on value creation through operational efficiency, employee engagement and environmental stewardship aligns with its commitment to responsible broadcasting practices and long-term sustainability within the industry. Overall, both B1 and B2 demonstrate a commitment to CSR within the broadcasting sector, albeit with different emphases on philanthropy, promotional and value-creating initiatives. Through their respective CSR strategies, these broadcasting companies contribute to societal welfare, environmental advocacy and operational efficiency, while also strengthening their position as responsible industry leaders. By integrating CSR into their core business practices, B1 and B2 create shared value for stakeholders and foster positive change within the broadcasting community and beyond. The data in Table 3 is gathered from the extraction and analysis of the statements and perceptions of the key informants.

Corporate social responsibility practices among postal and courier services licensee representatives

All three postal and courier companies (P1, P2 and P3) indicate a minimal emphasis on philanthropic CSR activities. This may be attributed to various factors, such as the competitive nature of the industry, financial constraints and differing priorities. While philanthropic CSR is traditionally seen as a way for companies to give back to society, it appears that these companies have chosen to prioritise other CSR initiatives, such as promotional and value-creating CSR, which align more closely with their business objectives and operational strategies. This aligns with Chen et al. (2018) findings, which indicate that consumers respond more positively to value-creating CSR compared to philanthropic or promotional CSR. This approach is also well-suited to the nature of this industry, which falls under the service sector.

P1 and P2, as large and well-established companies, place a strong emphasis on promotional CSR initiatives, particularly in the realm of eco-consumerism and ISO certification compliance. By promoting eco-friendly practices and adhering to international standards of quality and sustainability, P1 and P2 aim to enhance their brand image, attract environmentally conscious customers and differentiate themselves in the competitive market. However, P3, being a start-up business, prioritises profit and loss over CSR activities, which explains its lack of emphasis on promotional CSR initiatives.

In terms of value-creating CSR, all three companies demonstrate proactive measures aimed at enhancing environmental sustainability and operational efficiency. P1’s initiatives, such as investing in electric vehicles (EVs), replacing aircraft with fuel-efficient models and implementing recycling programmes in the office, reflect a commitment to reducing carbon emissions and resource consumption. Similarly, P2’s focus on solar panel installation, circular economy initiatives and waste management training for employees underscores its dedication to sustainable practices and innovation. On the other hand, P3’s value-creating initiatives, while more focused on operational efficiency and customer service, still contribute to environmental sustainability through digitalisation and efficient parcel sorting systems.

“We focus on getting some electric vehicles, which is standard. I think back in 2018, one of our facilities in Johor had already started using solar panels. So, before this, we have already started the process of trying to move into renewable energy”

– the P1 informant

“Until today, the P1 is the largest EV fleet operator in Malaysia. We have almost 105 EVs that we purchased and 43 EVs that we rent. “

-the P2 informant

Overall, while philanthropic CSR may not be a significant focus for these postal and courier companies, they demonstrate a strong commitment to promotional and value-creating CSR initiatives. This is important as Porter and Kramer (2006, 2011) emphasise that value-creating CSR is about integrating business goals, long-term societal benefits and consumer welfare to generate “shared value”. By promoting eco-consumerism, complying with ISO standards and implementing environmentally sustainable practices, P1 and P2 enhance their brand reputation and contribute to positive societal outcomes. Meanwhile, P3’s emphasis on operational efficiency and customer service reflects its start-up nature and pragmatic approach to CSR. From the P3 informant, “The objective of the company is to be more profitable and sustainable because in this industry the competition is quite fierce. We compete with many other courier companies. To stay competitive, services need to be fast. So, our main objective is related to efficiency and profitability. We assign the best last-mile delivery. For example, if the area is the fastest and closest courier of company A, then courier A will deliver the goods. That’s how the marketplace system works. The determination is based on the seller’s address and which partner is the most efficient to ship the goods”.

Collectively, these companies showcase the diverse strategies and priorities within the postal and courier industry, while also highlighting the importance of CSR in driving sustainability and business success. Table 4 lists the aspects that were highlighted by the key informants during the interview sessions.

Comparison of CSR initiatives between telecommunication, broadcasting and postal and courier services licensees

T1 and T3 in the telecommunication industry exemplify an all-encompassing strategy towards corporate social responsibility (CSR) in charity. This includes the implementation of digital inclusion programmes and community development projects. On the other hand, T2 seems to give more importance to CSR activities that promote and create value rather than focusing on philanthropic efforts. Similarly, B2 demonstrates its dedication to philanthropy and corporate social responsibility (CSR) in the broadcasting industry by implementing activities that promote economic empowerment and community development. Conversely, B1’s emphasis on value-creating CSR suggests a reduced focus on philanthropic initiatives. Within the postal and courier services industry, P1 and P2 exhibit a limited focus on philanthropic corporate social responsibility (CSR). On the other hand, P3, being a start-up enterprise, prioritises financial gains and losses over CSR initiatives, leading to a diminished emphasis on philanthropy.

T1, T2 and T3, the three telecommunications firms, exhibit a strong commitment to promoting corporate social responsibility (CSR) by adhering to ISO certification criteria and maintaining openness in their financial and sustainability reporting. T1 distinguishes itself by fostering environmental awareness among its staff and partnering with utility providers to mitigate carbon emissions. Similarly, in the field of broadcasting, both B1 and B2 place significant importance on promoting corporate social responsibility (CSR). B2 demonstrates a strong dedication to environmental sustainability through its leadership, educational and community engagement efforts. Within the postal and courier services industry, P1 and P2 place a high importance on promoting corporate social responsibility (CSR), specifically in the areas of eco-consumerism and ISO certification compliance. On the other hand, P3 places a greater emphasis on operational efficiency and customer service.

T1 in the communications industry employs a varied approach to create value by implementing measures that aim to minimise environmental harm and foster sustainability. T2 promotes the use of eco-friendly energy, whereas T3 sets itself apart by engaging in climate leadership initiatives. Similarly, in the broadcasting sector, both B1 and B2 demonstrate a dedication to producing value through corporate social responsibility (CSR) programmes that focus on improving operational efficiency and advancing environmental sustainability. P1 and P2, two companies in the postal and courier services industry, exhibit proactive strategies to create value. They achieve this by investing in electric cars and introducing recycling programmes. P3, a start-up enterprise, prioritises operational efficiency and customer service while implementing value-generating CSR initiatives to optimise resource utilisation and reduce waste. Generally, although there are differences in corporate social responsibility (CSR) practices among the telecommunication, broadcasting, postal and courier services sectors, all companies show a dedication to CSR through different initiatives that aim to promote environmental sustainability, community involvement and operational effectiveness.

In today’s business climate, CSR has expanded beyond simple acts of charity to include the incorporation of environmental, social and governance (ESG) considerations into business plans, intending to create value. T1, as a telecommunications firm, exhibits a diverse strategy in developing value through CSR. Initially, the corporation tracks the consumption of paper and carries out initiatives to address electronic waste, demonstrating its dedication to optimising resource utilisation and minimising waste. T1 demonstrates its commitment to reducing environmental impact and promoting sustainability by partnering with utility providers to reduce carbon emissions. Furthermore, T1 provides incentives for employees to utilise public transit, which is in line with its objective of decreasing carbon emissions and advocating for sustainable commuting methods. These measures not only support the long-term preservation of the environment but also improve the involvement of stakeholders and the ability of the organisation to withstand challenges.

On the other hand, T2 prioritises efforts, such as waste management, energy efficiency and the adoption of renewable energy. T2 showcases its dedication to environmental sustainability and resource efficiency through the implementation of energy conservation measures and the installation of solar panels. Moreover, the company’s focus on digitisation endeavours, such as decreasing printing and paper use and implementing a work-from-home policy, underscores its commitment to adopting technological innovation while mitigating environmental consequences. These endeavours bolster operational efficacy, diminish resource utilisation and augment staff welfare. T3, however, sets itself apart by employing a comprehensive strategy for integrating ESG factors and actively engaging with stakeholders. The company places high importance on being transparent in its financial and sustainability reporting, which shows responsibility and helps to establish confidence with stakeholders. T3 additionally executes awareness initiatives and delivers training sessions on ESG matters to both employees and suppliers, cultivating a culture centred around sustainability and ethical corporate conduct. In addition, T3 engages in partnerships with many stakeholders to implement environmental preservation projects and demonstrate its dedication to tackling worldwide issues and promoting beneficial transformations. CSR-driven employment initiatives not only support social welfare but also contribute to human capital development. McWilliams & Siegel (2001) argue that CSR efforts focused on education, training, and workforce development can enhance employee skillsets, improve job retention, and create long-term economic benefits for both companies and society. By implementing structured workforce training programmes, companies can strengthen employee competencies, leading to increased productivity and reduced turnover rates. Furthermore, CSR initiatives that prioritise workforce development contribute to a more skilled labour force, aligning corporate objectives with national employment policies and economic growth strategies.

A comparative analysis of CSR practices in the telecommunications sector across various countries reveals distinct approaches that reflect both global trends and national priorities. In the United States, telecommunications corporations, such as AT&T and Verizon have developed comprehensive CSR frameworks with a pronounced emphasis on environmental sustainability, particularly by addressing climate change through renewable energy investments and carbon reduction goals (Keleher et al., 2022). For instance, AT&T has committed to achieving carbon neutrality by 2035, exemplifying a long-term environmental strategy shaped by both corporate governance and stakeholder expectations (Sutherland, 2016). By contrast, Malaysian telecommunications companies, such as T2, focus on renewable energy initiatives aligned with national sustainability priorities and regulatory standards rather than extensive carbon-neutrality goals. This variation underscores differences in CSR motivation, often attributable to regulatory landscapes and market competition (Woo et al., 2022).

European telecommunications firms, particularly in Sweden and Germany, adopt an integrated approach to CSR that balances environmental, social and governance (ESG) considerations (Turunen, 2021). Companies like Ericsson apply sustainable practices across their entire supply chain, enforcing stringent environmental standards on suppliers (Korkashvili, 2024). These practices go beyond the efforts observed in Malaysian companies and reflect European regulatory requirements that prioritise comprehensive ESG adherence (Reis, 2022). Furthermore, Ericsson’s electronic waste reduction programme, embedded within its broader sustainability framework, mirrors but expands upon T1’s waste management initiatives in Malaysia. The rigour of European CSR practices underscores the influence of regional regulations and social expectations, which emphasise sustainability through lifecycle management practices and comprehensive environmental commitments (Halkos & Nomikos, 2021).

In Japan, telecommunications entities, such as NTT Docomo exhibit a unique CSR focus on disaster preparedness and community support, driven by Japan’s high vulnerability to natural disasters. NTT Docomo’s CSR initiatives prioritise the resilience of communication networks, aiming to maintain stability during crises and support affected communities (Kalianova, 2022). This disaster-oriented CSR model is less prevalent among Malaysian counterparts, where community engagement, such as T3’s clean water projects, emphasises social welfare differently. The Japanese approach to CSR reflects how geographical risks shape CSR strategies to align with societal needs, integrating disaster resilience as a central component of corporate responsibility (Davis, 2013).

In emerging economies, CSR strategies in telecommunications often prioritise national socio-economic development. In India, companies like Bharti Airtel and Reliance Jio focus on digital inclusion, rural education and literacy programmes aimed at bridging the digital divide, an approach similar to T1’s initiatives for underserved communities in Malaysia (George, 2023). However, while T2 in Malaysia emphasises market-driven CSR activities, Indian firms are influenced by regulatory mandates, which require allocating a portion of profits to CSR. This regulatory pressure has led Indian telecommunications firms to integrate philanthropic activities as core CSR components, reflecting regulatory frameworks that prioritise societal impact over promotional CSR (Gouda et al., 2016).

A similar mandate exists in South Africa, where telecommunications companies are legally obligated to address socio-economic challenges through CSR. Companies like MTN and Vodacom prioritise community empowerment, digital literacy and healthcare initiatives, aligning with national priorities to address educational and healthcare disparities (Ndulu et al., 2022). In Malaysia, while T3 demonstrates a community-focused CSR approach, the regulatory environment is less stringent in mandating CSR involvement. This divergence illustrates how regulatory frameworks significantly shape CSR orientations in telecommunications, with South African firms incorporating broader social welfare goals as a result of legislative requirements (Amodu, 2020).

While CSR practices in Malaysia’s telecommunications sector reflect a strong commitment to value creation and community engagement, cross-national comparisons reveal notable distinctions. Malaysian firms, particularly T1 and T3, show alignment with telecommunications firms in India and South Africa, prioritising digital inclusion and community welfare. Conversely, other countries display distinct CSR orientations—such as Japan’s focus on disaster resilience and Europe’s comprehensive environmental standards—reflecting local regulatory environments, socio-economic contexts and competitive landscapes. These variations highlight how nation-specific factors shape the CSR strategies of telecommunications firms, underscoring each region’s unique socio-environmental challenges and priorities in corporate responsibility.

Corporate social responsibility (CSR) practices in the Malaysian broadcasting sector, as seen in B1 and B2, demonstrate distinct approaches shaped by statutory and operational priorities, with limited scope in philanthropic and promotional activities. However, comparative analysis with international broadcasters reveals potential for a more expansive, socially integrated CSR approach. In the United Kingdom, public broadcasters, such as the BBC engage in CSR with a strong emphasis on social investment and community engagement, particularly in supporting local arts, education and cultural development. These initiatives align with the UK’s cultural emphasis on public service and social responsibility in broadcasting (Antonopoulou, 2022). In contrast, Malaysian broadcasters like B1 and B2 are primarily statutory entities, with CSR focused on operational efficiencies and resource management. This narrower approach centred around compliance, is less reflective of the community-oriented model prominent in UK broadcasting, where philanthropic contributions are regarded as essential to social service delivery.

South Korea’s broadcasting sector further contrasts with Malaysia’s approach by incorporating both philanthropic and promotional CSR initiatives focused on educational outreach, social welfare and cultural preservation. Korean broadcasters, such as KBS engage in partnerships with non-governmental organisations to deliver educational programmes, cultural activities and disaster relief initiatives, which reinforces their commitment to public welfare (Woo, 2021). The Malaysian model, especially in B1, reveals a limited philanthropic emphasis, instead concentrating on value creation through government reporting and internal resource conservation. This approach reflects a regulatory compliance model rather than a community-embedded CSR strategy. South Korean broadcasters, operating in a context that expects social contributions from corporate entities, demonstrate a balanced model where CSR supports both operational success and societal benefit.

In the United States, major broadcasters like NBC and CBS leverage philanthropic CSR to support social justice, public health and educational campaigns, often embedded within their programming to reach a broad audience (Socolow, 2020). U.S. broadcasters align their CSR initiatives with corporate brand positioning, emphasising social impact and reputation enhancement through partnerships with community organisations. In comparison, Malaysian broadcaster B2’s efforts to support economic empowerment through start-up assistance are notable but relatively modest in scope. The broader U.S. model illustrates a robust CSR framework where philanthropic efforts extend across various social dimensions, contrasting with the narrower economic focus observed in B2’s activities. Additionally, Japanese broadcasters, such as NHK prioritise environmental sustainability and use their platforms to engage the public on ecological issues. NHK regularly airs content that educates viewers on sustainable practices and collaborates with environmental NGOs, thus integrating environmental awareness into its core programming (Konishi, 2020). Although B2 demonstrates a commitment to environmental CSR by promoting energy-saving practices and cloud-based document management, its approach remains more operationally focused than NHK’s public-facing environmental education. This comparison underscores the potential for Malaysian broadcasters to expand environmental CSR beyond internal efficiency toward public advocacy.

In conclusion, CSR practices in Malaysian broadcasting show a structured, operationally driven approach primarily focused on compliance and value creation through internal efficiencies. In contrast, CSR strategies in the UK, South Korea, the U.S. and Japan demonstrate broader social engagement, with an emphasis on philanthropic and promotional initiatives that directly address social welfare, cultural preservation and environmental sustainability. These international examples suggest avenues for Malaysian broadcasters to broaden their CSR scope by incorporating more socially integrative practices, aligning with global CSR standards and enhancing their impact on community welfare and environmental advocacy.

CSR practices within the Malaysian postal and courier sector, represented by P1, P2 and P3, illustrate a largely operational focus, with limited emphasis on philanthropic initiatives. In contrast, an international comparison reveals varying approaches that reflect both industry priorities and cultural expectations. In Germany, Deutsche Post DHL is a leading example of a postal company deeply engaged in philanthropic CSR, alongside its promotional and value-creating initiatives. Deutsche Post’s GoGreen programme, which includes environmental outreach, disaster relief and community education, exemplifies a model that integrates philanthropy with operational sustainability. This commitment extends beyond compliance or brand-building, aligning with societal expectations in Germany, where environmental and social responsibility is significant to corporate reputation (Kowalczyk and Kucharska, 2020). Comparatively, P1 and P2 in Malaysia focus predominantly on promotional CSR efforts, such as eco-certification and consumer engagement in eco-consumerism, but do not integrate extensive philanthropic contributions. These efforts may be constrained by competitive pressures in the Malaysian market, where differentiation often centres on operational efficiency rather than corporate social outreach.

Japan’s postal services provide another contrasting approach, with Japan Post actively engaging in social welfare activities, such as supporting rural communities and providing disaster response assistance. These efforts align with Japan’s corporate environment, where a balance of social welfare and operational CSR is culturally prioritised. Japan Post’s approach suggests a broader definition of CSR that goes beyond mere operational or promotional efforts, integrating direct social contributions as a core responsibility (Mihajlovna, 2020). Malaysian postal companies, however, prioritise value-creating initiatives aligned with their primary business goals, such as carbon footprint reduction through electric vehicle fleets and waste management initiatives. This pragmatic approach reflects a focus on compliance and business-oriented CSR but lacks the community focus seen in Japan Post’s model.

Similarly, in the United States, FedEx’s CSR strategies exemplify a value-creation model through environmental responsibility, sustainable transportation and philanthropic outreach, such as providing logistical support during emergencies and humanitarian crises. FedEx’s “Delivering for Good” initiative underscores the company’s dual commitment to business success and community welfare by integrating CSR directly into its logistical operations (de Waal Malefyt, 2019). Compared to Malaysian postal providers, which emphasise efficiency and customer service, FedEx’s integrated CSR approach demonstrates a more socially embedded model that merges commercial and social goals. FedEx’s model highlights the potential benefits of a holistic CSR approach, showing how CSR can be both value-generative and community-centred. In China, SF Express has adapted CSR to focus heavily on value creation through innovation and environmental initiatives, such as AI-enabled logistics and emissions reduction projects, with limited emphasis on philanthropic efforts (Farooq et al., 2019; SF Express, 2024). This mirrors the model seen in Malaysian company P3, where CSR is operationally focused, reflecting the company’s early-stage, profit-driven priorities. Both SF Express and P3 highlight how newer companies often prioritise foundational CSR initiatives that directly impact operational efficiency over expansive social outreach, a trend aligned with their market competitiveness and developmental stage.

CSR in the Malaysian postal and courier sector aligns closely with the operational and promotional needs of the industry, focusing on efficiency, environmental standards and brand differentiation. However, international comparisons reveal diverse approaches to CSR. German and Japanese companies demonstrate community-centred philanthropic efforts, while U.S. and Chinese providers offer models that integrate operational efficiency with targeted social outreach. These international practices underscore opportunities for Malaysian postal and courier companies to expand their CSR scope, potentially enhancing both societal impact and brand reputation.

The findings of this study underscore that while telecommunications firms actively participate in Corporate Social Responsibility (CSR) initiatives, their efforts predominantly benefit the broader society, with less emphasis placed on shareholders. Additionally, it was observed that the implementation of environmental initiatives received minimal attention from these organisations. This is an important issue to focus on, as this industry is one of the industries facing a complex GHG emissions problem throughout its business operations (Radonjič and Tompa, 2018). These findings also indicate a trend where CSR endeavours are not uniformly distributed across all stakeholder groups, highlighting a significant area for improvement (Welbeck et al., 2020). According to Arrive et al. (2019), despite substantial engagement in humanitarian and social endeavours, companies must adopt an environmental perspective. This is particularly crucial for the communications sector, where enhancing involvement in environmental conservation and ecosystem preservation could substantially bolster its reputation among various stakeholders, including customers and business partners.

CSR holds paramount importance in the contemporary business landscape, especially within the service industry. This significance is attributed to CSR’s role in ensuring business sustainability. Losing a customer represents a considerable challenge for a company’s immediate and long-term profitability. Moreover, maintaining existing clientele is significantly more cost-effective and straightforward than acquiring new customers, especially in established markets like Ghana’s telecommunications sector (Afiuc et al., 2021). Research conducted by Hashim et al. (2019) within the ASEAN telecommunications industry revealed that CSR initiatives are predominantly community-focused, as opposed to addressing environmental concerns, employee relations, or corporate governance. This finding supports the normative stakeholder theory, suggesting that telecommunications companies conduct their operations ethically, valuing stakeholders, including customers, suppliers and employees (Godam et al., 2019). This ethical conduct aims to safeguard the intrinsic values of these stakeholders and uphold their human rights by contributing positively to the community. Through these comparative analyses, it becomes evident that while CSR practices are ingrained in telecommunications industries across various regions, the focus and implementation of these practices vary. This variation underscores the need for a more balanced approach to CSR, one that equally addresses the needs of all stakeholders, including the environment, to foster a sustainable and ethical business landscape.

The findings from this study can apply to telecommunication companies in other countries, especially in emerging markets with similar regulatory environments and social challenges. The emphasis on digital inclusion, environmental sustainability and stakeholder engagement as part of CSR strategies resonates with global CSR trends across the telecommunications industry. For instance, the adoption of environmental initiatives, such as reducing environmental footprints, implementing renewable energy and enhancing resource efficiency, aligns with global sustainability efforts. Telecommunications companies worldwide are increasingly focused on digital inclusion programmes, particularly in addressing the digital divide in underserved communities, a priority seen in both developed and developing nations. The global shift towards ESG (Environmental, Social and Governance) principles further enhances the relevance of these findings, as many telecommunications companies aim to integrate sustainability into their business models.

This study aims to understand CSR initiatives and their implementation within Malaysia’s telecommunications, broadcasting, postal and courier service sectors, focusing on organisations licensed by the Malaysian Communications and Multimedia Commission (MCMC). An in-depth study was conducted using a carefully developed interview protocol. Purposive sampling was applied to collect data from key informants within respective companies who have backgrounds in sustainability and CSR. The findings reveal that CSR implementation varies across industries, particularly in the broadcasting sector. The nature of implementation is heavily influenced by regulatory expectations, with a strong focus on activities that align with regulatory compliance and industry standards. In addition, these industries prioritise philanthropy as a core component of their CSR efforts, particularly by supporting individuals in starting businesses and contributing to societal welfare. This approach helps foster a positive public image within the broadcasting sector.

Meanwhile, the telecommunications industry demonstrates its commitment to philanthropy through digital inclusion programmes aimed at bridging the digital divide, particularly among underserved communities. The industry also undertakes environmental initiatives, such as minimising its environmental footprint and adopting renewable energy sources. Telecommunications companies are dedicated to environmental sustainability and resource efficiency by implementing energy conservation measures, installing solar panels, reducing paper usage and actively working to mitigate environmental impacts. Besides environmental efforts, the telecommunications industry emphasises stakeholder engagement, although strategies may differ between companies due to varying priorities. On the other hand, the postal and courier services industry places less emphasis on philanthropic CSR activities, likely due to the nature of the industry, financial constraints and differing priorities. Instead, this industry focuses on promotional CSR initiatives, such as consumer advocacy and ISO certification. Additionally, there is a strong emphasis on enhancing environmental sustainability and operational efficiency within this sector.

This study embarked on an exploration of Corporate Social Responsibility (CSR) practices among companies in the telecommunications, broadcasting, postal and courier services sectors in Malaysia, with a particular focus on entities licensed by the Malaysian Communications and Multimedia Commission (MCMC). The increasing emphasis on Environmental, Social and Governance (ESG) principles within corporate governance frameworks, coupled with Malaysia’s unique environmental, social and economic challenges, underscores the relevance and importance of this research. Across the sectors examined, there is a discernible commitment to CSR, albeit with variations in approach and focus areas. Telecommunications companies have showcased an integrated strategy towards CSR, emphasising digital inclusion and community development, whereas broadcasting entities have leaned towards economic empowerment and community development initiatives. The postal and courier services sector revealed a general adherence to CSR principles, with specific attention to eco-consumerism and compliance with ISO certification standards. Despite these positive strides, it is evident that the prioritisation of CSR activities varies, with some companies placing greater emphasis on value creation and financial performance over philanthropic efforts.

While the general principles of CSR implementation may be similar across countries, this study reveals certain unique aspects of the Malaysian context. First, the CSR activities in Malaysia’s telecommunications industry are strongly shaped by local regulatory frameworks, particularly those set by the Malaysian Communications and Multimedia Commission (MCMC). This regulatory influence may not be as pronounced in other countries where regulatory bodies may not play such a direct role in shaping CSR initiatives. Furthermore, the philanthropic focus, particularly in supporting local entrepreneurs and community welfare, reflects Malaysia’s socio-economic landscape and cultural expectations. In contrast, telecommunication companies in other regions may place more emphasis on different aspects of CSR, such as technological innovation or broader environmental campaigns. Another distinctive feature is the integration of national development goals into CSR initiatives. In Malaysia, there is a concerted effort to align CSR activities with national priorities, including economic empowerment and sustainable development. This integration might differ in other countries, depending on their respective socio-political priorities and economic contexts.

This study provides valuable insights into how organisations are integrating environmental conservation and social responsibility into their business strategies through CSR initiatives. The implications of this research are both practical and theoretical. Practically, the study offers significant insights for policymakers, industry stakeholders and practitioners regarding the current state of CSR practices within key service sectors in Malaysia. For example, it reveals how companies in the manufacturing sector are adopting sustainable production methods to reduce their carbon footprint, or how firms in the hospitality industry are engaging in community development projects to enhance local welfare. These examples highlight the necessity for a more holistic and integrated approach to CSR that balances economic, environmental and social objectives.

Policymakers can leverage these insights to develop regulations that encourage sustainable practices and ensure that CSR activities align with national development goals. Industry stakeholders can use the findings to benchmark their CSR initiatives, adopting best practices that have proven effective in achieving positive environmental and social outcomes. Practitioners, on the other hand, can implement more robust CSR strategies that not only comply with regulatory requirements but also resonate with stakeholder expectations, ultimately enhancing corporate reputation and trust. CSR has been shown to play a role in enhancing a country’s investment appeal, influencing Foreign Direct Investment (FDI) inflows (Baraibar-Diez and Odriozola, 2019). By aligning CSR initiatives with national growth strategies, Malaysia can strengthen its attractiveness to foreign investors. Strong CSR commitments improve corporate governance, reduce investment risks, and foster a more stable business environment, factors that are highly valued by foreign investors. As such, integrating CSR into national economic policies can serve as a strategic tool to enhance Malaysia’s global competitiveness and long-term economic sustainability. For companies, this study underscores the importance of embracing a comprehensive CSR strategy that not only enhances their competitive edge but also contributes to sustainable development. It suggests a need for a shift towards more inclusive and balanced CSR practices that equally address philanthropy, environmental stewardship and value creation. For regulators and policymakers, the findings advocate for the development of policies and frameworks that encourage companies to adopt more robust and transparent CSR initiatives, thus fostering a more sustainable and socially responsible business environment in Malaysia and beyond.

Theoretically, this study contributes to the expanding literature on CSR in emerging economies, particularly within the context of Malaysia’s unique challenges. It emphasises the critical role of ESG (Environmental, Social and Governance) principles in modern corporate governance. By documenting how Malaysian companies are navigating these challenges and integrating ESG principles into their CSR practices, the research provides a framework for understanding the dynamic interplay between corporate responsibility and sustainable development in emerging markets. Baraibar-Diez and Odriozola (2019), establishing CSR committees within companies can enhance ESG performance. While CSR and ESG are distinct concepts, they are closely linked, with CSR reflecting qualitative intentions and ESG providing quantitative metrics (Kandpal et al., 2024). Kaźmierczak (2022) highlighted that CSR and ESG, beyond being complementary, can be integrated to not only strengthen an organisation’s strategic management but also contribute to the well-being of both local communities and society as a whole. CSR focuses on promoting responsible business practices, while ESG emphasises the ability to measure those efforts. This theoretical contribution is crucial for scholars and researchers aiming to explore CSR practices in similar contexts, thereby broadening the scope and depth of CSR studies globally.

This research, while providing insightful observations into the CSR practices of a select number of telecommunications, broadcasting and postal and courier services industries in Malaysia, is limited by its scope and methodology. The study’s focus on a limited number of companies may not fully capture the diversity and breadth of CSR initiatives across the industry. Additionally, by centring the investigation around interviews with top management who are directly involved in the companies’ sustainability agendas, there might be an inherent bias towards more favourable (Malaysia Digital Economy Blueprint, 2021) or strategic portrayals of CSR practices. This approach potentially overlooks the nuanced and varied perspectives that employees at different levels and departments within the organisations may hold regarding CSR initiatives and their implementation.

To enhance the comprehensiveness and depth of understanding regarding CSR practices in the multimedia and telecommunications sector in Malaysia, future research should consider the following recommendations:

• Expand the Sample Size: Future studies should aim to include a wider array of companies within the multimedia and telecommunications sectors. This expansion would not only offer a more representative overview of the industry’s CSR practices but also allow for comparative analyses between larger and smaller entities, as well as between those operating in different market segments.

• Incorporate Diverse Perspectives: To gain a more holistic understanding of CSR initiatives and their impact, future research should involve employees from various levels and departments within the companies. This approach would enable the collection of a broader spectrum of insights and opinions on CSR practices, potentially uncovering discrepancies between management’s intentions and the actual execution and perception of CSR initiatives on the ground.

• Longitudinal Studies: Considering the evolving nature of CSR practices and the external factors influencing them, conducting longitudinal studies could provide valuable insights into how CSR strategies and their effectiveness change over time. This could also shed light on the sustainability of these practices in the face of regulatory, environmental and social changes.

• Cross-sectoral Comparisons: Expanding the scope of research to include comparisons with CSR practices in other sectors could offer valuable benchmarks and insights. Such comparisons might reveal unique challenges and opportunities within the telecommunications and multimedia industries, contributing to a more nuanced understanding of CSR’s role across different economic sectors.

By addressing these recommendations, future research can significantly contribute to a more nuanced and comprehensive understanding of CSR practices, ultimately supporting the development of more effective and inclusive CSR strategies in Malaysia’s multimedia and telecommunications sectors.