The Influence Of CSR Awareness On Consumer Purchase Decision Of A Telecommunication Network In Ghana (A Case Of La Nkwantanag Madina Municipality) (original) (raw)
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In recent years, the concept of corporate social responsibility (CSR) has gained significant attention. Companies now utilize CSR to strengthen their relationships with stakeholders and gain a competitive advantage. While CSR is more widely embraced in developed countries, developing markets like Ghana often overlook its potential benefits. This study examines the direct impact of CSR elements on brand sustainability. Additionally, it explores the moderating role of absorptive capacity in the relationship between brand sustainability and CSR. Data was collected from three hundred and fifty (350) questionnaires distributed to employees of Ghana's three most widely used telecommunications networks. The measurement model and hypothesis testing were evaluated using structured equation modeling PLS. The research findings indicate that CSR initiatives have positive and significant effects on the sustainability of social, environmental, and brand systems. Specifically, the economic dim...
In recent years, research has revealed the importance of Corporate Social Responsibility (CSR) and its significant impact on organizational performance. Also, scholars have recognized that consumers' attitudes and behaviors towards products and organizations are greatly influenced by organizational CSR programs and strategies. Consumers are generally recognized as one of the primary stakeholders of organizations in the marketing exchange process hence their perceptions of CSR are important since stakeholders' perceptions influence organizations' CSR practices. Given the vibrant nature of the service industry in Nigeria in general and telecommunication industry in particular, this study applied the Analytic Hierarchy Process (AHP) Model to determine consumers' perceptions of the CSR activities and strategy for organizations in the Nigerian Global System for Mobile (GSM) telecommunication industry. To achieve these aims, a sample of 600 consumers of the four major operators in the Nigerian GSM telecommunication industry (MTN/AIRTEL/GLO/ETISALAT) were drawn from tertiary institutions using the convenience sampling technique. The data obtained was analyzed using descriptive statistics and the Expert Choice software. Findings show that the CSR activities consumers feel organizations in the Nigerian GSM telecommunications industry should place high priority on are: Organizing or participating in public welfare activities, encouraging employee's voluntary welfare programs, Improving employee welfare (facilities and benefits), Active contribution of tax to government and Contribution to cultural and literacy programs.
The purpose of this paper is to throw light on CSR activities of mobile telecommunication companies in Ghana. The major and minor players in the Mobile Telecommunication Industry in Ghana all appear to believe that fulfilling their social responsibility is a way of keeping their customers and stakeholders satisfied and hence have recently embarked on massive investment to this effect. The purpose of this paper is also to suggest ways that these CSR activities can be guided and monitored by policy for the overall betterment of the Ghanaian society. Design/ methodology/approach: The main method used is review of existing literature on CSR activities in Ghana and checking websites of all the players in mobile telephony industry in Ghana . Literature review to derive research conclusions is applied. Findings: The paper identifies CSR activities of all the major players in the Mobile telecommunication companies in Ghana as more of a strategic tool than mere philanthropic activities. Our investigation also revealed that there has been a surge in CSR activities in the telecommunication industry in recent years. However, these activities appear to have been mere strategic and marketing tool for gaining competitive edge rather than purely ethical and philanthropic motives. Originality/value: The paper contributes to a better understanding of how CSR can be embedded into business organizations strategy in Ghana and Africa and suggest some ways of making CSR activities an integral part of Africa‘s development. Application: The paper suggests strategic direction for corporate bodies with regard to ethical operation of businesses as well as policy direction for future government regulations of these bodies.