Increasing Ghanaians’ Awareness of Lebanese Businesses’ Corporate Social Responsibility Efforts through Participatory Communication in Ghana

Abstract

This study is aimed at increasing Ghanaians’ awareness of Lebanese business CSR commitments through participatory communication in Ghana. Hence, the study also aimed at determining whether Ghanaians are in favor of participatory communication as a means of raising awareness of Lebanese businesses' CSR efforts in Ghana. Recognition of CSR activities by the Lebanese businesses in Ghana is on the low. Participatory communication is regarded as a way for increasing awareness of an issue and it comes with different communication strategies. The purpose of this study is also to allow the Lebanese businesses know what Ghanaians expect from them when it comes to CSR. The study adopts a quantitative approach where 200 respondents were sampled from social media platforms for a survey. The findings showed that indeed most Ghanaians are not aware of Lebanese businesses CSR commitments and also most of them agree that their communication on their CSR commitments is inadequate. Also, the findings showed that, most of the participants are in favor of participatory communication as a way of increasing Ghanaians’ awareness of their CSR efforts and believed it is necessary for beneficiaries to be involved in a Lebanese company’s CSR project.