Business response to COVID-19 through CSR

The disastrous economic, health, and social impact of the pandemic once again highlighted the need for helping each other during crises. This study aims to explore the CSR effort of the top corporation in Thailand to help the society in need. To pursue that goal, the news and media section of 42 SET50 indexed companies was explored utilizing the content analysis method. The findings reveal that several corporations exhibit great commitment toward society to fight against adversity caused by Covid-19 through different kinds of CSR actions. 120 types of community CSR activities were discovered, then those are divided into nine categories and three themes. According to the content analysis 76.2% of the company conducted Local community support CSR, 85.71% conducted medical support CSR, and 26.2% conducted administrative support CSR. The research also remarks on key theoretical and practical implementation based on the findings of this study. This study might be beneficial for the sustainability policymakers and HR departments of the corporations to draw and implement CSR plans.