The impact of corporate social responsibility on market share: An evaluation of a large conglomerate in Abuja
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Background of the study
Corporate social responsibility (CSR) has become a vital strategy for large corporations seeking to bolster their market position. In Abuja, a large conglomerate has implemented extensive CSR initiatives aimed at addressing social, economic, and environmental issues. These initiatives include community development programs, environmental conservation projects, and employee welfare schemes (Ibrahim, 2023). CSR activities are increasingly recognized as tools for enhancing brand image, building consumer loyalty, and ultimately increasing market share. Companies that engage in meaningful CSR are perceived as responsible corporate citizens, which can translate into a competitive advantage in the marketplace (Oluwaseun, 2024). In the context of Abuja’s rapidly evolving economic landscape, the conglomerate’s CSR efforts have the potential to influence not only its reputation but also its financial performance. Despite the growing emphasis on CSR, the direct correlation between CSR activities and market share remains underexplored. This study seeks to evaluate how CSR initiatives contribute to market share growth, exploring the mechanisms through which social responsibility can impact competitive positioning and consumer preference (Adetola, 2025).
Statement of the problem
Despite significant investments in CSR, the relationship between corporate social responsibility and market share for large conglomerates in Abuja remains ambiguous. While CSR initiatives are designed to enhance brand reputation and consumer loyalty, there is limited empirical evidence demonstrating a direct impact on market share (Ibrahim, 2023). Consumers may appreciate CSR activities yet not translate their positive perceptions into increased patronage. Additionally, external factors such as market competition and economic fluctuations complicate the assessment of CSR’s effectiveness (Oluwaseun, 2024). This study seeks to address these uncertainties by evaluating the link between CSR efforts and market share, offering insights into whether CSR can be leveraged as a strategic tool for competitive advantage (Adetola, 2025).
Objectives of the study:
To assess the impact of CSR initiatives on market share.
To identify the key CSR activities that drive consumer preference.
To recommend strategies for optimizing CSR to enhance market share.
Research questions:
How do CSR initiatives influence market share in large conglomerates?
Which CSR activities most significantly impact consumer behavior and market share?
How can corporations optimize CSR efforts to improve market performance?
Significance of the study
This study provides critical insights into the role of CSR in shaping market share for large conglomerates in Abuja. Its findings will assist business leaders in strategically aligning CSR initiatives with competitive objectives, thereby enhancing market positioning and consumer loyalty. The research contributes to academic literature on CSR and offers practical recommendations for integrating social responsibility with business performance. Ultimately, the study supports the development of more effective CSR strategies that drive sustainable market growth (Oluwaseun, 2024).
Scope and limitations of the study:
The study is limited to evaluating the impact of CSR initiatives on the market share of a large conglomerate in Abuja. Findings are specific to this organization and may not be generalizable to other industries or regions.
Definitions of terms:
Corporate Social Responsibility (CSR): Organizational initiatives that contribute to social, economic, and environmental well-being.
Market Share: The portion of a market controlled by a particular company or product.
Conglomerate: A large corporation composed of diverse, often unrelated businesses.
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