Determinants of Community Involvement: A Review of Literature and New Hypotheses

School of Multimedia Technology and Communication, 06010 UUM Sintok, Kedah, Malaysia

^* Corresponding author: mbahtiar@uum.edu.my

Abstract

This article provides an understanding of what community relations is all about. From the numerous literatures consulted, it observe that relationship between companies, and their various host communities was characterized by conflict destruction and misunderstanding but sometimes positives. Against this background, a new framework on community involvement was proposed as a response to the failing attempts by several recommendations and model on how to improve community relations. Furthermore, this paper’s attempt to unravel what need to be done in creating and enabling environment that will bring about peace, understanding and patronage. This article argues that, community involvement enhances effective participation of host community. However, based on the proposed model, the determinants of community involvement are: trust, control mutuality, commitment and satisfaction. This linkage of determinants to community involvement could only be relevant if the company agreed to work together, based on what this paper hypothesised in line with the assumption of social exchange theory.