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พิชญ์ณัฐ เนื่องจำนงค์
ปาริชาต สถาปิตานนท์, Prof. Ph.D.

Abstract

Being a good corporate citizen is one of the ultimate missions of companies. Corporate-sponsored volunteerism is widely used to improve the society and concurrently bonding strong relationships with employees. It is about supporting an employee to be a volunteer by providing all necessities.  In doing so, CSR communication plays a major role in persuading employees to participate willingly. Hence, a current qualitative research objective is to explore how corporate should communicate and motivate employees to volunteer. The findings reveal that CSR cultural communication and recognition communication are the keys to success since they help to gratify employees' various needs as well as motivating employees to retain their volunteerism.

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