Abstract:
Corporate social responsibility is considered as the ongoing engagement by firms to contribute to
social, cultural and economic development whilst improving the quality of life of the labor force
and their kin as well as of the general public. Television has an influential role on companies that
engage in CSR. The study was premised on the background that telecommunication companies
are always striving to achieve a favorable image through various activities like CSR due to
competition and strive to attract media visibility/coverage. Thus, this paper sheds light on the way
television perceives, prioritizes and cover issues related to CSR. The overall objective was to
establish the role of television in corporate social responsibility influence on brand image. The
specific objectives were to analyze the CSR activities which were undertaken by Safaricom
between January and December 2017, to establish the role of television coverage in enhancing
Safaricom’s image through CSR, and to assess the way the media perceive, prioritize and cover
initiatives related to CSR. The researcher used interviews to get information from respondents.
Twenty nine news articles/video clips regarding CSR coverage by Safaricom were content analyzed in relation to participation in sports sponsorship, environmental causes, education and
community. Data collected was coded and categorized before using Miles and Huberman three step method of data analysis. Data was presented in tables and figures. Findings revealed that
CSR practice is a major contributor to brand image since it attracts media visibility. The study
further revealed that CSR is a strategy used by companies to stay competitive. Through media
coverage, a range of audiences are reached hence selling a company’s products and services.
Findings indicate that increased demand enhances a company’s financial sustainability. The
larger the CSR event and its overall impact on society, the more likely it is to be primed in the
media hence influencing its image. The study recommends that companies need to pay attention
to media channels to boost their consumer base and retain market share since vast community
engagement attracts media coverage. The study further recommends research on topics of
adaptation and salience of CSR messages to the specific needs of consumers; consumer
engagement from a CSR point of view instead of the media’s point of view.
