Effects of corporate social responsibility dimension on consumer identification among safaricom clients in Kajiado County Kenya

Abstract

This study aimed to empirically examine the corporate social responsibility (CSR) factors that affect consumer identification in Kenya. The four factors examined in this study were economic, philanthropic, ethical, and legal. Explanatory survey design was done and a study sample of 325 respondents was collected in Kajiado County among clients of Safaricom. Data were analyzed by testing hypothesized relationships, correlation and multiple regression analysis. Social identification theory and stakeholder theory were used to ground the study. The findings revealed that economic, philanthropic, ethical and legal CSR are positively associated with consumer identification. The highest positive relationship was philanthropic followed by economic. Level of education had a negative relationship with consumer identification. Based on the findings, companies involved in different dimensions of CSR should focus on developing marketing strategies along philanthropic, economic and ethical dimensions of CSR. The policy on philanthropic and economic issues regarding consumers should be given priority. The findings made a contribution in terms of allowing us to understand the factors that can contribute to consumer identification. This study successfully extended the dimensions of philanthropic, economic, ethical and legal CSR model in the context of consumers’ identification