Role Of Media In Enhancing Brand Image Through Corporate Social Responsibility: Case Of Nation Television Network And Safaricom In Nairobi

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.