Corporate Social Responsibility Communication As A Strategic Tool For Brand Positioning In Public Service Media: Evidence From Ghana Broadcasting Corporation

Abstract

Corporate Social Responsibility (CSR) has evolved into a strategic branding tool, particularly in the media industry where credibility is paramount. Despite growing CSR adoption among Ghanaian media organizations, empirical understanding of how these initiatives are communicated and their impact on brand outcomes remains limited. This study examined how CSR communication by the Ghana Broadcasting Corporation (GBC) influences its brand positioning through perceived legitimacy, brand trust, and brand image. Grounded in Legitimacy Theory, the research employed a quantitative cross-sectional design with 411 respondents from Greater Accra Region recruited through convenience sampling via online survey. Data analysis employed descriptive statistics, Pearson correlation, multiple regression, and mediation analysis using SPSS version 26. GBC's CSR communication was infrequent, with 47.2% of respondents rarely encountering it. Facebook (44.0%) and X/Twitter (30.2%) were dominant channels, while public health campaigns (45.2%) and education initiatives (30.4%) constituted primary themes. Audience perceptions were moderate across all constructs (mean scores: 3.04–3.49). Brand trust scored highest (M = 3.49), while CSR communication scored lowest (M = 3.04). Regression analysis showed CSR communication significantly predicted brand positioning (B = 0.587, β = 0.721, p < .001), explaining 61% of variance. However, perceived legitimacy, trust, and brand image did not significantly mediate this relationship, indicating a direct rather than indirect influence. While CSR communication powerfully influences brand positioning, its effectiveness is constrained by limited frequency, inconsistent messaging, and insufficient demonstration of tangible impact. High prevalence of neutral responses indicates audience uncertainty, suggesting GBC's CSR efforts are visible but unconvincing. To leverage CSR's strategic potential, GBC must institutionalize consistent, transparent, outcome-oriented reporting that demonstrates measurable social impact aligned with community values. This study contributes empirical insights on CSR communication in African public service media. Recommendations include establishing formal CSR reporting frameworks, integrating CSR narratives into mainstream programming, enhancing digital engagement strategies, and developing regulatory guidelines for transparency and accountability in public broadcasting.