Corporate Social Responsibility: Relevance of MTN’s Who Wants to Be a Millionaire’ Programme in Nigeria

OKPOKO CHINWE & ABODUNRIN KEMI
University of Nigeria, Nsukka, Nigeria

Abstract
As continued production and rendering of service is enabled, in this instance, through varying product range as it pertain mobile tele-communication, MTN in Nigeria is attempting to further its CSR bid through the “Who Wants to Be a Millionaire” programme. The need to evaluate its efficacy is premised on continued programming, participation and exactitude of appeal to the public and organization alike in line with stated philosophy/mission of the latter. In so doing, the survey design was employed using structured questionnaire and findings reveal conformity with all assertions while the researchers recommend allowance for especially challenged citizens (prospects) as well as dialectical variation to incorporate all and sundry.

Keywords: Corporate social responsibility, MTN, sponsorship, advertising and public relations

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Dr. Okpoko Chinwe is a lecturer in the department of mass communication at University of Nigeria, Nsukka. Her research interests include development and cultural communication. She is a member of African Council for Communication Education, Nigeria chapter.

Abodunrin Kemi is currently pursuing further studies in Mass Communication with a Masters of Arts (M.A) in view at the University of Nigeria, Nsukka, Enugu State, Nigeria. She holds membership of the Advertising Practitioners’ Council of Nigeria, Nigerian Institute of Public Relations, and African Council for Communication Education (ACCE-Nigeria Chapter).