The Influence of Advocacy Communication on Corporate Social Justice Responsibility: A Case Study of SHOFCO in Kibera, Nairobi County

Abstract

This study examined how Shining Hope for Communities (SHOFCO)’s advocacy communication influenced corporate engagement in Corporate Social Justice Responsibility (CSJR) in Kibera, Nairobi County. The study had four objectives: (1) to determine how SHOFCO’s advocacy message framing influenced corporate policy alignment for social justice; (2) to examine how rights-based messaging enhanced corporate investment in CSJR; (3) to assess how community-oriented communication platforms shaped corporate participation in CSJR initiatives, including economic empowerment, resource allocation, and community co-design; and (4) to analyze how communication channels and feedback mechanisms affected the effectiveness of SHOFCO’s engagement with corporate partners. Guided by Framing Theory and Dialogic Communication Theory, the study adopted a concurrent triangulation mixed-methods case study design. Quantitative data were collected from a structured survey of 400 residents across Kibera’s five wards, yielding 372 valid responses (93%). Qualitative data were collected through semi-structured interviews with 17 key informants and two focus group discussions with SUN members. Quantitative data were analyzed using descriptive statistics, Pearson correlation, and multiple regression; qualitative data were analyzed using reflexive thematic analysis, and findings were integrated through an objective-by-objective weaving approach. The study found that narrative and evidence-based framing, rights-based messaging, inclusive community platforms, and responsive feedback mechanisms positively influenced corporate policy alignment, resource allocation, and community co-design. Communication channels and feedback mechanisms were the strongest predictors, followed by message framing and rights-based messaging. The study concludes that advocacy communication can move corporate social responsibility from short-term philanthropy toward social-justice-oriented investment when it combines rights language, community dialogue, and accountable feedback. The study recommends that policymakers strengthen requirements for community engagement, transparency, and accountability in corporate social justice initiatives, while NGOs and corporate partners institutionalize participatory feedback mechanisms to ensure that CSJR investments are community-driven, responsive, and sustainable.