An assessment of corporate social responsibility campaigns on consumer engagement: A case study of a telecom provider in Lagos, Nigeria.
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Background of the study:
Corporate social responsibility (CSR) campaigns have become pivotal in redefining how businesses connect with their audiences, particularly in the fast-paced telecom industry. In Lagos, a leading telecom provider has implemented diverse CSR initiatives aimed at improving community welfare while enhancing consumer engagement (Ibrahim, 2023). This study examines how these campaigns contribute to fostering trust, loyalty, and active consumer participation in the brand’s activities. With rapid technological advancements and a competitive market environment, the telecom industry faces unique challenges in aligning corporate values with consumer expectations. The evolving digital landscape and heightened consumer awareness have amplified the importance of transparent CSR practices (Chukwu, 2024). As communities become more informed about corporate practices, they demand authenticity and long-term commitment rather than short-lived gestures. The study further explores the interplay between CSR messaging, digital media, and consumer behavior to understand the extent to which these campaigns stimulate engagement and ultimately drive business performance. Emphasis is placed on identifying key elements that determine the effectiveness of CSR strategies in building lasting relationships with consumers. The research investigates various channels of communication and measures their impact on consumer perceptions, providing insights into the optimal design of CSR initiatives within the telecom sector (Okoro, 2023).
Statement of the problem:
Despite the increasing adoption of CSR campaigns in the telecom industry, there remains ambiguity about their effectiveness in engaging consumers. Telecom companies in Lagos face challenges in translating CSR efforts into tangible consumer engagement outcomes, as stakeholders sometimes view these initiatives as superficial. The gap between intended campaign messages and consumer perceptions hinders the establishment of trust and long-term loyalty. Moreover, inconsistent communication strategies across different channels further complicate the ability to assess the real impact of these campaigns on consumer behavior. As a result, there is a critical need for empirical evidence to quantify the influence of CSR campaigns on consumer engagement and to identify the underlying factors that drive successful interactions (Adewale, 2024).
Objectives of the study:
To evaluate the impact of CSR campaigns on consumer engagement within the telecom sector in Lagos.
To identify the key components of effective CSR communication that enhance consumer participation.
To provide recommendations for optimizing CSR strategies in the telecom industry.
Research questions::
How do CSR campaigns influence consumer engagement in a telecom provider?
What communication strategies are most effective in enhancing consumer participation?
Which factors determine the success of CSR initiatives in building consumer trust?
Significance of the study
This study is significant as it provides telecom providers with actionable insights into the design and implementation of CSR campaigns. By identifying key drivers of consumer engagement, the findings will help shape more effective and authentic CSR strategies, thereby enhancing brand loyalty and market competitiveness. The research contributes to both academic literature and practical applications in corporate communications (Balogun, 2024).
Scope and limitations of the study
The study is limited to a single telecom provider in Lagos, Nigeria, and focuses exclusively on assessing CSR campaigns and their effect on consumer engagement. Other regions and sectors are not considered.
Definitions of terms
Corporate social responsibility (CSR): Initiatives and practices by companies aimed at contributing to societal welfare beyond profit-making.
Consumer engagement: The level of interaction, involvement, and emotional connection consumers have with a brand.
Telecom provider: A company that offers telecommunication services such as internet, mobile, and fixed-line communications.
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