The Relationship Between CSR Communication And Consumer Loyalty: A Study Of Mtn Ghana

Abstract

This study examines the relationship between Corporate Social Responsibility (CSR) communication and consumer loyalty in the highly competitive telecommunications sector of Ghana, using MTN Ghana as the case context. The research aimed to assess the direct impact of CSR communication on loyalty and investigate the mediating role of brand trust and the moderating role of perceived authenticity in this relationship. Adopting a quantitative survey methodology, data were collected from 200 media-conscious consumers. The framework is anchored in Morgan and Hunt’s (1994) Commitment-Trust Theory. The empirical findings provide overwhelming support for all hypotheses. More than two-thirds of respondents confirmed that CSR messages influence their loyalty intentions. Brand trust was confirmed as a vital mechanism, with more than two-thirds agreeing that CSR transparency strengthens their confidence in core services. Crucially, perceived authenticity was found to moderate the relationship, with nearly three-quarters agreeing that consistent communication reflects genuine corporate values. The study concludes that for MTN Ghana, transparent and authentic CSR communication is a strategic asset that successfully converts ethical performance into enduring consumer loyalty, validating the theory in this emerging market.