Role of Corporate Communication in Promoting Corporate Social Responsibility Initiatives and Brand Visibility at the Communications Authority of Kenya

Abstract

Figure 2.1: Conceptual framework 30

ABSTRACT The rapid expansion of digital technologies has transformed corporate communication practices, increasing the importance of strategic communication of Corporate Social Responsibility (CSR) initiatives in enhancing institutional visibility and stakeholder engagement. This study examined the role of corporate communication in promoting CSR initiatives and enhancing brand visibility at the Communications Authority of Kenya (CA). Specifically, the study examined the role of corporate communication in promoting CSR initiatives, determined how corporate communication enhanced brand visibility, and evaluated the effectiveness of corporate communication tools and channels in promoting CSR initiatives and brand visibility. The study was anchored in Framing Theory, Reputational Management Theory, and Stakeholder Theory. A descriptive-explanatory case study design was adopted using a convergent parallel mixed-methods approach, whereby quantitative and qualitative data were collected concurrently, analyzed separately, and integrated during interpretation to facilitate methodological triangulation. The target population comprised 369 staff members of the Communications Authority of Kenya. Using Yamane's formula at a 10% margin of error, a sample size of 79 respondents was obtained. Stratified and purposive sampling techniques were employed. Primary data were collected using structured questionnaires and semi-structured key informant interviews, while secondary data were obtained through analysis of relevant CSR reports, communication strategies, and digital media content covering the period 2018–2024. Quantitative data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis, while qualitative data were analyzed thematically. The findings indicated generally positive perceptions of the role of corporate communication in promoting CSR initiatives. Respondents reported high levels of awareness of CSR activities, stakeholder engagement, and positive perceptions of the clarity, consistency, relevance, transparency, and strategic alignment of CSR communication. The correlation analysis revealed strong positive and statistically significant relationships between stakeholder engagement and brand visibility (r = 0.759, p < 0.01), communication tools and channels and brand visibility (r = 0.800, p < 0.01), strategic CSR communication content and brand visibility (r = 0.864, p < 0.01), and stakeholder perception and brand visibility (r = 0.883, p < 0.01). The multiple regression model was statistically significant, F(3, 68) = 80.556, p < 0.001, and explained 78.0% of the variation in brand visibility (R² = 0.780; Adjusted R² = 0.771). Strategic CSR communication content was the strongest significant predictor of brand visibility (β = 0.584, p < 0.001), followed by stakeholder engagement (β = 0.194, p = 0.044), while communication tools and channels had a positive but statistically non-significant independent effect (β = 0.160, p = 0.164). The qualitative findings complemented the quantitative results by providing contextual evidence on how stakeholder engagement, strategic CSR messaging, and communication channels were used to create awareness, communicate CSR activities, and strengthen institutional reputation and visibility. The study concluded that strategic CSR communication content and stakeholder engagement played important roles in enhancing brand visibility, while the effectiveness of communication channels depended on the quality and strategic use of the content communicated. The study recommends strengthening strategic CSR message development, enhancing stakeholder engagement mechanisms, improving audience-targeted communication, and strategically integrating digital and traditional communication channels to enhance the visibility and impact of CSR initiatives at the Communications Authority of Kenya.