Assessing EBS Television viewers Perception of the Practice of Corporate Social Responsibility in boosting Its Brand Image and Reputation
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Date
2024-10
Authors
Tewodros Berhanu
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Publisher
Addis Abeba University
Abstract
The study aims at Examining EBS Television viewers Perception of the Practice of Corporate Social Responsibility in boosting Its Brand Image and Reputation The research address how does the corporate social responsibility practices of EBS contribute to its brand image and reputation and how can the stake holders perceive it. This study uses Causal research design. The research uses stake holder and shareholder theories as a conceptual frame work. The population of this study is comprised of audiences of EBS, employees and selected management personnel. Participants were selected using a three stage multi-stage sampling technique. The study uses primary and secondary data. Primary data was collected using a semi-structured questionnaire and interview questions; the questionnaires were administered to selected employees and audiences of EBS. Quantitative data, that was collected, and analysed by the use of SPSS and presented through frequencies and percentages by using nominal measuring instruments. Based on the findings EBS Television's social responsibility and charitable activities create a different feeling among the audience, motivating them to perform charitable activities beyond weekly programs. The benefits of CSR for EBS Television include building trust of audiences, enhancing profitability, and gaining societal attention. CSR programs are also beneficial for promotion, advertising, and other companies using EBS, as well as generating increased income. And finally, the researcher conclude the study evaluates the benefits, problems, and practices of corporate social responsibility (CSR) in EBS television. The majority of respondents believe CSR is well applied at EBS, with the station primarily contributing to philanthropic activities like education, supporting poor people, and reuniting lost families. EBS implementing CSR practices to gain a competitive advantage and optimize profits. Society's and EBS stakeholders' perceptions of CSR practices have stabilized, with EBS actively participating in all aspects of CSR. EBS Television's social responsibility is defined as recognizing its duty to assist the community and fulfilling its expectation to stimulate and educate the community. This commitment to CSR has enhanced the station's reputation and brand acceptance. and recommendation like one of the purposes of establishing media institutions is to educate and empower society. If such activities of cooperation and mutual aid are widely implemented on the media, it is possible to stimulate the society and increase the value of cooperation is suggested by the researcher.
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Keywords
EBS Television viewers Perception