การสื่อสารความรับผิดชอบต่อสังคมของผู้ประกอบการธุรกิจบุหรี่

Abstract

The objective of this research is to analyze communication approaches and types of Corporate Social Responsibility (CSR) of tobacco business entrepreneurs used to communicate among target publics. An integrated research method was applied by using documentary analysis from websites of tobacco businesses and in-depth interview techniques were conducted among involving publics. The results of the research are as follows: 1. The communication approaches, in terms of and by Corporate Social Responsibility (CSR) methods of tobacco businesses entrepreneurs can be classified into 5 approaches: news making, interpersonal communications, internet communications, special media and special events. Their target groups include children and teenagers, social disabilities, women and feminists, men or male athletes and an aging people . Furthermore, their main activities include education activities, social activities, sports activities, public health activities and art and culture activities. 2. Communication styles with Corporate Social Responsibility (CSR) of tobacco businesses entrepreneurs consist of 6 categories. They included (1) cause promotion or cause marketing, (2) cause-related marketing, (3) corporate social marketing (CSM), (4)corporate philanthropy, (5) community volunteering, (6) socially responsibility business practices. 3. Attitude of the target publics are varied. Academics have negative attitude to tobacco businesses entrepreneurs. Journalists have neutral attitude. Meanwhile, Groups of benefited recipients have positive attitude toward activities of the tobacco businesses entrepreneurs