CORPORATE SOCIAL RESPONSIBILITY MANAGEMENT OF SCG MUANGTHONG UNITED

Abstract

ABSTRACT

The purposes of this study were to analyze the level of fan club’s perception toward the corporate social responsibility of SCG Muangthong United in term of communication, leadership, participation and types of events and investigate personal factors (gender, age, level of education, marital and monthly income) that affect the perception of fan clubs. A mixed methods research was employed. For the qualitative phase, data were collected using in-depth interviews with 5 SCG Muangthong United managers. For the quantitative phase, a questionnaire survey was conducted with 322 persons from SCG Muangthong United fan clubs. Data were analyzed using Descriptive Statistics and One-way ANOVA. The results of the study showed that overall fan club’s perception toward the corporate social responsibility of SCG Muangthong United was in a high level. When considering fan club’s perception toward each of SCG Muangthong United responsibilities, communication, leadership, types of events were in a high level and participation was in an average level. Moreover, the results also showed that two personal factors, age and level of education, affected the way fan club perceived on communication of SCG Muangthong United. One of personal factors, monthly income, affected fan club’s perception toward all the aspects of responsibilities of SCG Muangthong United including communication, leadership, participation and types of events.