CORPORATE SOCIAL RESPONSIBILITY (CSR) COMMUNICATION OF COMPANIES IN AMATA CITY CHONBURI

Abstract

              This research aimed to study: 1) the stakeholders’ opinions towards the corporate social responsibility (CSR) communication of companies in the Amata City Chonburi, 2) the companies’ models of CSR communication, 3) the stakeholders’ needs towards the CSR, and 4) the relationship between the communication models and the desirable CSR projects of those companies. This survey research made use of a research questionnaire to collect the data from 400 samples in the Amata City Chonburi by using a multistage sampling method. The confidence level of the questionnaire was 0.95. The level of the samples’ opinions towards the CSR projects/activities operation was at an average of 4.00. The highest score was 4.05 which belonged to the appropriateness of the public relations of the projects/activities. Regarding forms and communication method, the senders were CSR officers who informed the project details through their personal media channels. The receivers were the companies’ employees and people in the community. It was found that the employees wanted projects on environmental conservation while the people in the community wanted those on educational support. The communication model and desirable CSR projects were found to have the relationship with the opinions towards the project/activity implementation at the significance level of .01.