A Quantitative Analysis of the Impact of Social Media-Based CSR Communication on MTN Ghana’s Brand Reputation

Abstract

In an increasingly digital communication landscape, corporate social responsibility (CSR) has become a strategic tool for enhancing brand reputation, particularly within competitive sectors like telecommunications. This study examined the influence of Corporate Social Responsibility (CSR) communication on MTN Ghana’s brand reputation within the context of the country’s increasing reliance on digital platforms. Guided by Stakeholder Theory and Dialogic Communication Theory, the study explored three key areas: The extent of MTN Ghana’s CSR communication on social media, the relationship between CSR communication and brand reputation, and the influence of specific CSR initiative types on brand perception. The research adopted a quantitative survey design, collecting responses from 100 social media users who follow MTN Ghana on digital platforms. Data was analysed using descriptive statistics, correlation, and regression analysis. Findings show that a majority of respondents frequently encounter MTN Ghana’s CSR-related content, perceive the messages as clear and credible, and are well aware of initiatives in education, health, and digital inclusion. Correlation analysis revealed a significant positive relationship between CSR communication and brand reputation, while the regression analysis showed that the types of CSR initiatives communicated significantly influence consumers’ brand perception. Although environmental sustainability initiatives had lower awareness, educational and digital initiatives were found to strengthen perceptions of MTN as innovative and community-oriented. The study concludes that social media-based CSR communication plays a critical role in shaping MTN Ghana’s brand reputation. It recommends increased audience engagement strategies, enhanced storytelling of CSR impact and improved visibility for environmental CSR initiatives. The study contributes to CSR scholarship by providing African-context empirical evidence on digital CSR communication and its branding implications. Limitations include the sample size and cross-sectional design, and future research should explore comparative telecom studies, mixedmethod approaches, and longitudinal analyses.