The Role of Brand Awareness in Enhancing CSR in Private Universities in Kenya

Abstract

This study investigated the significant role that brand awareness plays in enhancing Corporate Social Responsibility (CSR) initiatives within private universities in Kenya. The research aimed to investigate how brand awareness can be leveraged to enhance Corporate Social Responsibility (CSR) initiatives in private universities in Kenya. Specifically, it sought to understand the strategies these institutions use to increase their visibility and engagement on social media platforms like Instagram, and how this, in turn, impacts their CSR efforts. Guided by social media engagement theory, a qualitative research design was employed, focusing on five prominent private universities in Kenya: Management University of Africa, KCA University, Kabarak University, and St. Paul's University. Semi-structured interviews with corporate communication experts provided in-depth insights into their CSR strategies. The findings reveal that the strategic use of Instagram contributes to building trust, fostering loyalty, and amplifying the reach and impact of CSR activities. Additionally, the study underscores the broader implications of brand awareness, suggesting that universities with strong, recognizable brands are better positioned to attract partnerships, drive sustainable development, and make a lasting contribution to society. The research highlights that a well-crafted brand presence on social media elevates the institution's public image and strengthens relationships with key stakeholders, including students, alumni, and the broader community. This research advocates for the continued investment in brand-building as a fundamental component of CSR strategies within Kenya's private higher education sector.