The Role of Stakeholder Engagement in Enhancing CSR in Private Universities in Kenya

Abstract

This study explored the role of stakeholder engagement in enhancing Corporate Social Responsibility (CSR) within private universities in Kenya, focusing on Instagram as a strategic communication tool. This research investigated how stakeholder engagement through Instagram can enhance CSR efforts in Kenyan private universities, providing insights into effective strategies for leveraging Instagram to drive positive social impact and promote responsible practices. A qualitative research design was employed by stakeholder theory, 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. Additionally, a qualitative content analysis of Instagram posts identified patterns and trends in stakeholder engagement. The findings highlight that Instagram plays a key role in building a sense of community among stakeholders, including students, staff, alumni, and the community. Through transparent communication and interactive content, universities can foster trust and collaboration, essential for successful CSR initiatives. The study emphasizes understanding stakeholders' motivations and expectations to create effective engagement strategies. By utilizing Instagram's interactive features, private universities can enhance their CSR efforts, promoting social responsibility and sustainable development.