Relationship Between Corporate Social Responsibility Practice and its Effects on the Botton Line
study comparatively evaluates the relationship between Corporate Social Responsibility and Profitability in the Energy, Telecommunication and the Transport industries
in Ghana. The study adopted a quantitative research approach through a
cross-sectional survey design to sample 50 employees from VRA, MTN Ghana and CETSED
Content and regression analysis were utilized for analysis of the research objectives/hypotheses
stipulated by the study.
A five-point closed-ended Likert Scale self-administrable
structured questionnaire and researcher guide to aid participants answer relevant
questions was used to confirm that innovations in strategic stakeholder engagement
fuelled increases in corporate bottom-line of selected companies. The four major steps of analyzing data collected from Atkinson’s (2002) categories of quantitative data analysis was used, following
which the primary data/information gathered and coded was analysed using the Statistical
Package for Social Sciences to guarantee validity and reliability of the various
investigations conducted. The hierarchical multiple regression of the Baron and Kenny’s (1986) procedure
was also adopted to analyse for study the mediating effect of innovation on the
relationship between strategic stakeholder engagement and corporate bottom-line.
The study discovered a statistically
significant positive influence of perceptions of CSR towards the customers on organization’s
image in general. The energy and transport industry observed greater significant
influence of employee perceptions of CSR towards customers on organization’s image
as compared to telecommunication sector which was not significant.
Keywords: Corporate Social Responsibility, Employees, Perception, Image, Brand.
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