The Influence of Corporate Social Responsibility on Corporate Image

Abstract

The research study was carried out under the topic: The influence of corporate social responsibility on corporate image. A case study of NSSA. A single case study approach was used focusing on the National Social Security Authority. This study sought to establish the extent to which corporate social responsibility affects the corporate image of NSSA. An extensive literature review related to the research problem was used. The researcher used an inductive research approach which is more flexible and involves identifying patterns in a data set to reach conclusions and build theories in NSSA corporate social responsibility mechanisms. The research sample was made up of employees chosen from NSSA and key stakeholders who are affected by operations of NSSA, they were used as the cases of study and were chosen using purposive sampling technique. The research revealed that NSSA is using corporate social responsibility initiatives to manage its corporate image. Results also reveal that the degree to which social responsibility is emphasized can impact a firm‟s credibility, ultimately influencing the ability to retain effective and productive staff, and even manage to secure relatively lucrative growth opportunities. All these collectively help entities such as NSSA to build and sustain strong competitive edges. The researcher gave recommendations in his perception, and they include the following recommendations: For the purpose of developing and implementing a good corporate social responsibility package towards a competitive edge gaining, the study recommends that NSSA have to at least update its corporate social responsibility packages in response to ever-changing needs of the society. The study also recommends that the recruitment and utilisation of experts in the corporate social responsibility program may help NSSA reduce costs (training and program failure costs). Utilisation of individuals with sound backgrounds and knowledge relating to the corporate social responsibility field helps firms adopt and implement more productive and relevant programs that add value in both societal and economic sense.