Corporate Social Responsibility Through social media on Tourism Industry

Abstract

Corporate social responsibility (CSR) on social media in the tourism industry is used to communicate with the stakeholders in the society. This research studies consumer demographic, consumer behavior, consumer awareness, and consumer attitude toward CSR social media. Research Methodology Quantitative research is used to collect data in this research paper. the authors use a Convenience sampling to conduct the data. The Convenience sampling is suitable for this Covid situation. Moreover, we tend to find out which CSR channels, such as television, billboard, social media, online newspaper, and radio, that are the most effective on consumer behavior, awareness, and attitude toward the CSR activities. The authors chose to survey around TST Tower, Chatuchak, Bangkok. The result shows that different channels will have different impacts on consumers behavior, awareness and attitude towards CSR activities. Social media can influence people to perceive more knowledge and create a willingness to be involved in CSR activities. Companies can use this research as a guideline to choose advertising channels to get directly into target consumers. It helps to boost the company itself as well as to improve sales.