The Analysis of Toyota’s Communication Forms of Corporate Social Responsibility: A Case Study of Communication Arts Student, Mahasarakham University

Abstract

Toyota is the best-selling car brand in the world with the highest sales in Thailand. Improper driving equipment account for one of the causes of accidents. As an organization with main business related to transportation, Toyota has initiated well-planned CSR programs and activities. This comparative case study aims to dissect Toyota’s CSR communication forms conduct through a Campus Challenge 2016 project, White Road, by groups of Mahasarakham University students. Three groups advanced to the final round of the challenge. By analyzing available documents and closely observing group interviews, it was found that Toyota’s main CSR concept, “Toyota - mobility of happiness,” is attached to every process of its business operation. While the students felt proud being involved in the project, it did not influence their intention to buy a Toyota brand product in the future. The projects conducted by the three teams were creatively executed but could not change the found unlawful road using behaviors in the long run. The web-based parking finding service development trended an increasing usage. It deemed the most sustainable activity as it solved the difficulty of road using and corresponded to student behavior of using technology as part of their daily life.