Enhancing CSR Productivity Through Digital Internal Communication in UAE's Telecommunication Sector

Corporate Social Responsibility (CSR)

Research Paper:

March 20, 2020

The study examines the role of digital internal communication systems in enhancing employee awareness and engagement with Corporate Social Responsibility (CSR) initiatives at a telecom operator and service provider in Dubai, UAE. Using a mixed-methods approach with a survey of 200 employees and an interview with a senior executive, the research reveals that while employees show high awareness of CSR, their understanding and knowledge of the company’s initiatives are limited, hindering participation and performance in CSR activities. The study identifies email notifications, interactive screens, intranet, and internal social media as effective communication tools but highlights the need for improved use of these channels to better disseminate CSR information across the workforce.

Fady Mourad Dissertation Final.pdf

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