CSR And Corporate Reputation In The Digital Age: A Case Study Of MTN Ghana

Abstract

This study examines the impact of Corporate Social Responsibility (CSR) communication on corporate reputation in Ghana’s telecommunications industry, with a particular focus on MTN Ghana. In the digital era, organizations increasingly rely on online platforms to engage stakeholders, enhance transparency, and reinforce their brand image. Using a qualitative research design, the study collected primary data from 20 MTN Ghana staff members through structured interviews conducted at the company’s Head Office in Accra. Findings revealed that MTN Ghana’s digital CSR communication through social media and corporate websites plays a critical role in building stakeholder trust, transparency, and corporate credibility. The use of real-time updates and interactive engagement strengthens public awareness and fosters a sense of openness and accountability. However, the study also identified key challenges such as limited technical expertise, resource constraints in content production, and public skepticism when online CSR narratives are not aligned with tangible community outcomes. The study recommends that MTN Ghana enhance its digital CSR communication by providing regular updates, investing in staff training on digital storytelling, and integrating analytics to measure engagement and impact. These measures will not only strengthen MTN Ghana’s corporate reputation but also contribute to more authentic and effective CSR communication in the digital landscape.