Leveraging Corporate Social Responsibility (CSR ... - UTPedia

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Leveraging Corporate Social Responsibility (CSR) via Social Networking Website: Knowledge Exchange Enhances Company Sustainability

by

Siti Noor Ayu Binti Mohd Azmi

Dissertation submitted in partial fulfillment of the requirements for the

Bachelor of Technology (Hons) Infonnation and Communication Technology

MAY2011

Universiti Teknologi PETRONAS Bandar Seri Iskandar

31750 Tronoh Perak Darul Ridzuan

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CERTIFICATION OF APPROVAL

Leveraging Corporate Social Responsibility (CSR) via Social Networking Website: Knowledge Exchange Enhances Company Sustainability

by

Siti Noor Ayu Binti Mohd Azmi 11245

A project dissertation submitted to the Business Information System Programme

Universiti Teknologi PETRONAS in partial fulfillment of the requirement for the

BACHELOR OF TECHNOLOGY (HONS)

(INFORMATION AND COMMUNICATION TECHNOLOGY)

Diana Wong Mei leng LIIClurar

Computar and lnlbl'lllatllm

a.,._

Unlveraiti Teknolog; PETRoav.&uNIVERSITI TEKNOLOGI PETRONAS TRONOH, PERAK

May2011

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CERTIFICATION OF ORIGINALITY

This is to certify that I am responsible for the work submitted in this project, that the original work is my own except as specified in the references and acknowledgements, and that the original work contained herein have not been undertaken or done by unspecified sources or persons.

(SITI NOOR A YU BINTI MOHD AZMI)

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Abstract

This research studies the involvement of PETRONAS' organizations, community and researchers in a PETRONAS-community partnership. The goal of this research is to examine the relationship between the participants involved in leveraging Corporate Social Responsibility (CSR). The research focuses on participation including stakeholder membership, community representation, platform for voice of community, and expectations and interests of members. Data is analyzed using primary (interview and survey) and secondary data( case study) which are segmented in literature reviews, interviews and questionnaires. Results of the research indicate the importance of having Social Networking Site for oil and gas company, specifically PETRONAS in leveraging CSR, which is mainly about fulfilling societal needs. In addition, it also discuss about the importance on participation of PETRONAS' stakeholder and the aptness analysis to study a distinct form of community engagement. Finally, the project discuss some of the implications of the practical and academic contributions of this study as well as its limitations.

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ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them in making my Final Year Project research achieve the objectives and successful completed.

First of all, I take immense pleasure in thanking Mrs. Nazleeni Haron and Mrs. Siti Rohkmah Mohd Shukri, our beloved coordinator for having permitted me to carry out with this project. I also wish to express my deep sense of gratitude to my supervisor, Ms. Diana Wong Mei Leng for her continuous guidance and useful suggestions, which helped me in completing the project, in time.

Needless to mention that Mr. Mahamat Pozi b Din, Manager of Retail Engineering Department at Petronas Dagangan Berhad, who had given the source of information about PETRONAS' Corporate Social Responsibility (CSR) and for his timely guidance in the conduct of my project. Many thanks and appreciations also go to all of PETRONAS' staffs that involve in providing bountiful info about PETRONAS, which become valuable assistance in the project work.

Words are inadequate in offering my thanks to the internal as well as external examiners of my project, Mr. Abu Bakar Sedek B A Jarnak, Dr. Halabi Hasbullah, Mrs. Shakirah Mohd Taib, Ms. Goh Kim Nee, Mrs. Amy Foong Oi Mean and Ms.

Anjana Devi (from MIMOS Berhad) for their encouragement and cooperation in carrying out the project work.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for their blessings, my friends/course mates for their help and wishes for the successful completion of this project.

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2.1 Social Networking Website ... .11 2.2 Existing Social Networking Websites ... .l2 2.3 Findings from Similar Social Networking Site Study ... l5 2.4 Differences between Business and Entertainment Social Networking Website ... 16 2.5 Techniques for Effective Social Networking Website ... l9 CHAPTER3 RESEARCH METHODOLOGY ••.•••••••..•••.•••..•••••••••• 22 3.1 Requirement Analysis ... 24 3.1.1 Case Study ... 24 3.1.2 Interview ... 25

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3.1.3 Questionnaire ... 22

3.2 System Prototype Design ... 31

3 .2.1 System Analysis ... 31

3.2.2 System Framework ... 32

CHAPTER4 RESULTS AND DISCUSSION ... 35

4.1 Questionnaire Results and Analysis ... 35

4.2 Interview Results and Analysis ... .41

4.3 System Prototype ... 43

4.3.1 Techniques/Tools/Platform ... .43

4.3.2 Social Networking Site for PETRONAS' CSR ... .43

4.3.3 The Intervention of Social Networks to Improve PETRONAS' CSR ... 54

4.3.4 Usability and Functionality Test ... 56

CHAPTERS CONCLUSION ... 59

5.1 Future Development.. ... 59

REFERENCES ... 61

APPENDICES ... 65

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Leveraging Corporate Social Responsibility (CSR ... - UTPedia

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ACKNOWLEDGEMENT

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