Effectiveness of Corporate Social Responsibility in Enhancing Company Image

Abstract

In recent times there has been much debate about whether corporations should be socially responsible or not and to what extent they should be responsible. This paper investigates the effectiveness of Corporate Social Responsibility (CSR) in enhancing company`s image, using Unki mine (UM) as a case study, with corporate philanthropy as center of focus. Research design was descriptive and exploratory. A sample size of 208 respondents was used. Stratified sampling technique was used and the population was divided into four stratums which are as follows: um management, UM employees, the local community and lastly Tongogara rural council employees. The research findings show that Philanthropic activities do enhance company image as well as relations between an organization and the community surrounding it. This paper recommends that um could put more investment on the other dimensions of CSR such as ethical responsibility, legal responsibility and economic responsibility.

Keywords: Corporate Philanthropy, Societal Alignment, Company Image, Stakeholders, Social License