Effectiveness of corporate social responsibility in promoting positive corporate image: a case of safaricom limited

Abstract

The field of Corporate Social Responsibility (CSR) has grown considerably over the last decade. This growing trend by organizations to practice corporate social responsibility means that companies are expected to give more back to the communities in which they operate and by doing so, they are enhancing and boosting their image. Hinson and Ofori (2005) suggest that rather than being antecedent to image building, issues relating to the responsibilities of a business are key attributes in terms of which an organization's image is judged. This study seeks to evaluate the range of Safaricom CSR activities and the role they play in nurturing goodwill and promoting the image of Safaricom to the public. The main objective of this study was to investigate effectiveness of corporate social responsibility in promoting positive corporate image: a case of Safaricom limited. In order to achieve this objective the study was guided by the following objectives, that is, to evaluate the range of Safaricom CSR activities and the role they play in nurturing goodwill and promoting the image of Safaricom to the public and to evaluate the effectiveness of CSR in promotion of positive corporate image of Safaricom Limited The study employed a case study research design, with a target population of 10 management staff. The study relied mostly on primary data that was collected through use interview guides as instrument data. The interview guide consisted of open-ended questions. Content analysis was used to analyse data collected. The information developed from the research data was then presented in prose-form. The study found that CSR activity had played a great role on improving welfare of the community ranging from personal to social welfare either financial or socially and that it had created good reputation and image of the organization within the community at a great extent. Finally, the study recommended that organizations should involve all stakeholders at CSR activities to depict good image of the organization.