The Influence of Corporate Social Responsibility, A Case of the Vodafone Health-Line Tv Show

Abstract

The primary goal of the research was to investigate the impact of Corporate Social Responsibility (CSR) on brand awareness by using one of Vodafone Ghana's CSR initiatives (the health-line TV Show) as a case study. An online survey was used to collect data from 200 respondents to investigate their perceptions of how the Vodafone Health line TV show could influence Vodafone's brand awareness. The findings of the study showed that the respondents believed that the Vodafone Health line TV Show had led to an increase in Vodafone’s brand recognition and a boost in the patronage of its services, as most consumers strategically factored into their purchasing decision, the element of brand awareness, implying that they were more likely to purchase a product or service from a brand that they are aware of. The respondents from an online survey also stated that they were more likely to do business with Vodafone after watching at least one episode of the show, thereby creating a positive influence on its brand image.