COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES FOR THE REPUTATION OF AVIATION INDUSTRY IN KENYA

Abstract


 Purpose: The main objective of this study was to establish the impact of communication strategies used by Kenya Airports Authority while conducting CSR activities.
 Materials and Methods: The theories that informed this study were: Attribution theory, Grunig theory and Hunt Model theory. Descriptive research design was adopted. The research targeted a population of 2,800 participants of KAA. Data was collected through questionnaires and administered to respondents in Kenya Airports Authority (KAA). The study employed both stratified and simple random technique. Data was collected using structured questionnaires. Quantitative data was analyzed using Statistical Package for Social Sciences computer software package (SPSS statistics version 22). Descriptive statistics drawn include mean, and standard deviation which were presented in tables and graphs. Inferential statistics drawn include multiple regression and correlation analysis.
 Results: The results revealed that there is a positive relationship between Self-Centred Communication Strategy and the reputation of Aviation Industry in Kenya. The results indicated that there is a positive relationship between Mediated Communication Strategy and the reputation of Aviation Industry in Kenya. The results revealed that there is a positive relationship between Dialogic Communication Strategy and the reputation of Aviation Industry in Kenya.
 Unique contribution to theory, practice and policy: The study recommended to the airlines in Kenya to consider incorporating the communication strategy, and especially the Dialogic Communication Strategy, in their CSR activities in order to have a desirable reputation. The study findings also recommended that more studies be done in future to establish the role played by other communication strategies used to communicate Corporate Social Responsibility activities on the reputation of aviation industry. The study also recommends the need to not only engage the publics through dialogic communication, but also acting on the feedbacks received.