CORPORATE SOCIAL RESPONSIBILITY AND MARKETING SUCCESS OF OIL AND GAS INDUSTRY IN SOUTH SOUTH, NIGERIA

This study investigates the relationship between corporate social responsibility and marketing success in the oil and gas industry in South, Nigeria. The study adopted a cross-sectional research design. 301 copies of a questionnaire were distributed. The Multiple Regression Analysis Statistical tool was used with the aid of Statistical Package for Social Sciences (SPSS version 23.0), discriminant validity (AVE), and Cronbach Alpha verified the internal consistency and validity status and the results were positive. The findings of the study showed that CSR is significantly related to marketing success in the oil and gas industry, thus enhancing profitability and market share. Based on the findings, the study, recommends that Oil and gas firms should continue to enlarge their capacity for interacting with stakeholders through interpersonal small groups and public communication strategies. The firms should strive hard to jettison divide-and-rule tactics, selective engagements, and fire brigade approach to community people and issues.