การสื่อสารเรื่องความรับผิดชอบต่อสังคมขององค์กรธุรกิจ: จากแนวคิดสู่ปฏิบัติการ และเส้นทางวิจัยที่ท้าทายในอนาคต

Abstract

The purpose of this article is to assemble and present the principles of Corporate Social Responsibility (CSR) and CSR communication. Practical CSR communication disciplines are proposed and elaborated upon from various established perspectives, including CSR communication intent and CSR communication activities/channels framework. This paper analyzes the conversant debatable issues among academicians and practitioners that pose a challenge to CSR communication in diverse cultural contexts, especially in Thai culture. Moreover, the direction of communicative actions to create a shared value in society and a guideline for future research are discussed extensively as well.