PHILANTHROPIC AND ECONOMIC CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE OF SAFARICOM PUBLIC LIMITED COMPANY IN NAIROBI CITY COUNTY, KENYA

Abstract

The purpose of this study was to look at how Safaricom Public Limited Company's performance in Nairobi City County, Kenya, is affected by philanthropic and Economic corporate social responsibility. The study was guided by the triple bottom line theory, the resource-based view theory, the stakeholder theory, and the Carroll theory. This study employed a descriptive research design. The analytical unit was Safaricom Plc, situated in Nairobi City County, Kenya. The observation unit consisted of 144 employees, including 55 senior-level managers and 89 middle-level supervisors. To guarantee that each respondent was fairly represented, the stratified sampling approach was used to split the respondents into two groups. The responders were chosen by simple random selection. There were 105 responses in the sample. The study used a semi-structured questionnaire. Respondents who were not part of the main study at Safaricom Plc were given ten surveys. The study employed face validity, criterion validity, and content validity to ensure a strong relationship between the test and its intended assessment. The reliability of the surveys was assessed using the Cronbach Alpha test. Qualitative data was presented narratively through the use of content analysis. Quantitative data was examined using descriptive statistics like mean and standard deviation. Furthermore, inferential statistics such as correlation analysis and multiple regressions were employed to determine the impact of each variable. The results were displayed using tables and graphs. The study found that the company's performance was much enhanced by both, philanthropic corporate responsibility and economic corporate responsibility. According to the study's findings, Safaricom's dedication to environmental social responsibility draws in prospective investors who are increasingly searching for businesses that follow sustainable business practices. By tackling social concerns and encouraging community growth, Safaricom is able to identify and reach underserved markets, growing its customer base. Its economic social responsibility programs also show the company's dedication to the community and economy, which fosters consumer trust and boosts sales and customer retention rates. According to the report, Safaricom should implement sustainable business practices, like using renewable energy sources, cutting waste, and consuming less energy. Safaricom can create a thorough corporate social responsibility (CSR) structure that prioritizes areas and fits well with its company goals and community requirements.

Key Words: Philanthropic, Economic, corporate Social Responsibility

CITATION: Sirengo, W. Z., & Makhamara, H. F. (2025). Philanthropic and economic corporate social responsibility and performance of Safaricom Public Limited Company in Nairobi City County, Kenya. The Strategic Journal of Business & Change Management, 12 (2), 825 – 838. http://dx.doi.org/10.61426/sjbcm.v12i2.3242