Evaluating the Role of Airtel Nigeria 'A Reason to Imagine' CSR Campaign in Shaping Youth Attitudes towards Creativity.

Azuoma Frances Chiamaka; Virginia Benson-Eluwa (Prof.)

doi:10.52589/JARMS-3SC4XA0A

Evaluating the Role of Airtel Nigeria 'A Reason to Imagine' CSR Campaign in Shaping Youth Attitudes towards Creativity. | AB Journals

Evaluating the Role of Airtel Nigeria 'A Reason to Imagine' CSR Campaign in Shaping Youth Attitudes towards Creativity.

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Journal of Advanced Research and Multidisciplinary Studies

Vol. 6Issue 12026pp. 57–89Published 9 April 2026

DOI 10.52589/JARMS-3SC4XA0A

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Abstract:

The study examined the impact of Airtel Nigeria’s ‘A Reason to Imagine’ CSR campaign on youth attitudes towards creativity in Owerri Senatorial Zone, Imo State, with a population of 1,402,429 youths. Using questionnaires, data from a sample of 385 respondents were analysed through descriptive statistics and hypothesis testing. Findings revealed that awareness and exposure significantly influenced positive attitudes towards creativity, supporting social cognitive, elaboration likelihood, and planned behaviour theories. The campaign effectively shaped perceptions, promoting engagement in creative pursuits among youths.

Keywords:CSR Youth Attitudes Creativity Airtel Nigeria Media Campaigns Youth Empowerment.

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