Beyond Business: The Role of Art-Based Strategies in Stakeholder Engagement for Sustainable Development in Nigeria

This study investigates the impact of corporate art-based strategies on stakeholder engagement at MTN Nigeria, one of Africa’s leading telecommunications companies. Utilizing a quantitative analysis of data gathered from 400 valid questionnaires distributed among diverse stakeholder groups, including customers, employees, community members, business partners, and regulatory stakeholders, the research aims to identify the effectiveness of various art initiatives such as cultural festivals and events, art in branding and marketing strategies, and art competitions and grants. With the aid of SPSS version 25, the data analysis was conducted using multiple regression techniques to evaluate the relationships between the independent variables (art-based strategies) and the dependent variable (stakeholder engagement). The results indicate that cultural festivals had the highest positive impact on stakeholder engagement across all categories, evidenced by a significant coefficient of 0.850, a t-value of 6.453, and a p-value of 0.000, strongly rejecting the null hypothesis. Art in branding and marketing strategies followed, demonstrating significant influence with a coefficient of 0.725, a t-value of 5.224, and a p-value of 0.002. In contrast, art competitions and grants showed a moderate effect, with a coefficient of 0.450, a t-value of 3.004, and a p-value of 0.033, suggesting moderate significance. Comparative analysis revealed distinct variations in stakeholder engagement across categories. Customers exhibited the highest engagement level with a mean coefficient of 0.850, followed by community members at 0.725, reflecting the effectiveness of art initiatives tailored to their needs. Employees showed a mean coefficient of 0.600, while business partners and regulatory stakeholders had lower engagement scores of 0.500 and 0.450, respectively. These insights underscore the importance of aligning corporate social responsibility (CSR) initiatives with community values and interests to foster strong relationships with stakeholders. The study contributes to the literature on corporate social responsibility by providing empirical evidence on the role of artistic initiatives in enhancing stakeholder engagement, and offers practical recommendations for MTN Nigeria to optimize its art-based strategies. The research also suggests avenues for future studies, including longitudinal assessments and comparative analyses across different sectors, to deepen the understanding of the dynamics between corporate art initiatives and stakeholder relationships.