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Journal of Promotional Communications

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Published

2019-05-30

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Vol. 7 No. 1 (2019): Special Issue on Cross Cultural Communication

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Articles

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Analysis of Media Coverage of Thailand’s Top 15 Listed Companies’ CSR Activities

Kimberley Hoyer

Chulalongkorn University

Pavel Slutsky

Abstract

This research examines and studies the Stock Exchange of Thailand (SET) Listed Companies’ Corporate Social Responsibility Initiatives and their media coverage in Thailand’s most popular English newspaper. The study included an extensive content analysis of the top 15 listed companies’ Corporate Social Responsibility reports, as well as further data collection from the news archives of the Bangkok Post. The extensive analysis has demonstrated that the largest English Thai media outlet  generally showed a strong interest in publishing articles about the companies’ CSR. This was reflected in a high number of articles mentioning the companies’ names. The majority of CSR initiatives focused on the social component of the Triple Bottom Line with the promotion of fair labour practices, decent work, and human rights or education. These foci were reflected in the media coverage. Keywords: Corporate Social Responsibility; Stock Exchange of Thailand; Media Coverage; Content Analysis.

References

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