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Publication
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| Research Title |
THE DRIVING FACTORS AND OUTCOMES OF CSR: ACOMPARATIVE STUDY BETWEEN THAILAND AND INDONESIA IN BANKING BUSINESS |
| Date of Distribution |
25 February 2022 |
| Conference |
| Title of the Conference |
The International and National Conference on Business Administration and Accountancy |
| Organiser |
Thailand Regional Business Schools Network |
| Conference Place |
Mytt Beach Hotel, Pattaya City, Chonburi Province |
| Province/State |
Pattaya City, Chonburi Province |
| Conference Date |
25 February 2022 |
| To |
25 February 2022 |
| Proceeding Paper |
| Volume |
2022 |
| Issue |
3 |
| Page |
1-1336 |
| Editors/edition/publisher |
Burapha Business School |
| Abstract |
The corporate Social Responsibility (CSR) program has become one of the primary concerns worldwide. For many National banks, treating the environment and the community well is essential to business practice and reputation, reflected in their CSR communication strategies. CSR communication strategies are a company's obligation to consider the interests of its, customers, shareholders, communities, and the environment and to consider the social and environmental consequences. CSR plays an crucial role in relationship building with customers. Therefore, the main
aim of this research is comparative study between Thailand and Indonesia in banking business. Then,
to investigates the relationship between social media influencers, customer company identification
and consumer skepticism on CSR communication strategies. This study's model considers three
independent variables, i.e., social media influencers, customer company identification and consumer
skepticism, to link CSR communication strategies. The sampling method in this study is country comparability can be achieved by matching the samples or statistical control. The respondents were 400 customers who have purchased products and knew about CSR programs of the National Bank (Krungthai, Thailand and BRI, Indonesia). Data analysis used structural equation modelling (SEM) to test the hypotheses. Furthermore, Social media influencer positively impacts CSR communication strategies. Besides, this study found that customer company identification positively impacts CSR
communication strategies. While the consumer skepticism effect positively impacts the relationship
between CSR communication strategies.
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| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย