Factors that contribute to the use of social networking sites in implementing Corporate Social Responsibility Programmes in mobile phone service providers: a comparative study of Safaricom and Telkom Kenya
Corporate Social Responsibility (CSR) is an integral part of the business strategy. Corporates around the world engage in different forms of CSR which enable them to be part of the community in which they operate. Given the wide variety of the ways in which CSR is practiced and the different parties involved in implementing CSR, the communication tool utilised becomes an important consideration for corporate organisations. There are various communication tools available for corporate organisations to use although their efficacy and suitability is dependent on various factors. The purpose of the study was therefore to establish the factors contributing to the use of social networking sites (SNS) in the implementation of CSR programmes by mobile phone service providers in Kenya. The study compared two mobile phone service providers, Safaricom and Telkom Kenya, and looked at how they utilise CSR in their everyday operations. This study reveals that several factors contribute to the use of SNS as a communication tool. Attracting and engaging the youth, the user friendly features of SNS, the nature of the sponsorships, the location of the beneficiary organisation and the efficiency of the donor organisations are some ofthe factors that the study unearthed. The study concludes that features of SNS especially their capability for instant feedback, userfriendly characteristics and the fact that users generate their own content is key to their uptake by the corporate organisations. However, the uneven rate of internet penetration and speed in the country where the rural population is not as connected as the urban population is halting the use of SNS as a business communication tool. There should be more sensitization in the business community on the use of SNS, the study further concluded.