Determinants of employees’ CSR-related social media engagement in Malaysia

This research examines the factors that motivate Malaysian government workers to participate in their department's social responsibility initiatives on social media. While most existing studies look at corporate employees, this work shines a light on the often-overlooked public sector perspective. The study examines how workers' personal views about social responsibility, organizational culture, digital confidence, and trust in social media platforms influence their online participation. Through surveys with 490 information department staff, clear patterns emerged. Government employees generally support their organizations' social initiatives, but their actual online participation tells a more nuanced story. While many follow and consume content about these programs, far fewer actively create posts or share materials. Younger, tech-savvy employees tend to engage more, suggesting digital comfort plays a key role. The findings offer valuable insights for public sector leaders. Creating better digital training programs, fostering supportive online environments, and developing clear social media guidelines could help bridge the gap between employees' positive attitudes and their actual online participation. These real-world applications make the research particularly relevant as government agencies increasingly adopt digital communication strategies.

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