EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ON THE BUSINESS PERFORMANCE OF RADIO TELEVISION CORPORATION (BRTV)

ABSTRACT This study examined the effect of Corporate Social Responsibility (CSR) on the business performance of Borno Radio Television Corporation, Maiduguri. The specific objectives were to determine the effects of CSR on employees’ performance, firm productivity, and customer satisfaction. The population consists of 240 respondents while 150 was the sample size. Simple percentage was adopted to present the data collected from the field and also Regression Analysis was used to test the hypothesisData were collected from respondents using structured questionnaires and analyzed using descriptive statistics and regression analysis. The findings revealed that CSR significantly enhances employees’ performance. The result showed that CSR initiatives boost employee engagement, motivation, and job satisfaction. Employees tend to be more committed to their organizations when they perceive that their employers are socially responsible and ethically driven. The study also found that CSR positively influences firm productivity. Respondents agreed that CSR improves corporate governance, employee relations, and innovation, all of which lead to higher productivity and competitiveness. Companies that embrace CSR practices experience improved performance and sustainable growth due to enhanced operational efficiency and organizational culture. Furthermore, CSR was found to have a positive effect on customer satisfaction. The study recommends that Organizations should strengthen their CSR policies to improve employee motivation, satisfaction, and productivity and management should integrate CSR initiatives into corporate strategies to ensure sustainable business growth.