Evaluating the Role of Social Media in Enhancing Corporate Social Responsibility Efforts: Evidence from Two Nigerian Companies
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Abstract
This study investigates the role of social media platforms in amplifying Corporate Social Responsibility (CSR) initiatives, focusing on Dangote Group and Guaranty Trust Holding Company (GTCO) in Nigeria. Social media platforms such as Facebook, Instagram, LinkedIn, and X (formerly Twitter) provide a dynamic and interactive avenue for these companies to engage stakeholders, foster transparency, and enhance brand credibility. Using qualitative content analysis, the research evaluates how these platforms are employed to communicate CSR efforts in health, education, environmental sustainability, and community development. The findings reveal that emotional storytelling and diverse content formats significantly boost audience engagement and positive brand perception. In particular, health and education initiatives garner strong interactions, while environmental efforts receive moderate responses. The study highlights social media's potential to humanise CSR activities, encourage stakeholder collaboration, and amplify corporate impact. Recommendations emphasise leveraging platform-specific strategies andfostering participatory engagement to maximise CSR effectiveness and reach.
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