“…This approach departs from the previous research that analyse CSR reports and CEO messages empirically (Bacha and Ajina, 2019;Abd Mutalib et al, 2014), rhetorical analysis (Higgins and Walker, 2012), qualitative content analysis (Higgins et al, 2020) and other linguistic devices (Barkemeyer et al, 2014;Beauchamp and O'Connor, 2012), thus providing a different lens in viewing their contents. In addition, we also demonstrate how the CEOs tend to adjust their CSR-related messages in Malaysian context, as the understanding of CSR varies from culture to culture (Mahfoudh et al, 2018;Khan et al, 2020aKhan et al, , 2020b. Therefore, contributing to the emerging stream of research critical discourse analysis studies on CEOs messaging in relation to CSR in annual reports.…”