Social media publicity implications and corporate reputation in Rwanda: A case of MTN Rwandacell

Abstract

This study examined how social media publicity influences customer satisfaction, loyalty, and brand perception, focusing on MTN Rwandacell PLC, one of Rwanda’s major telecommunications companies. The research was guided by social capital theory and social network theory, which helped explain how online interactions build trust, shape relationships, and influence customer behavior. Social Capital Theory supported the idea that trust, engagement, and mutual communication on social media strengthen connections between MTN and its customers, while Social Network Theory helped the researcher understand how digital networks and information flows affect the way customers respond to the company online. A mixed-methods design was used to gain a well-rounded view of the topic. From a target population of 954 people, the researcher applied purposive sampling to select 232 respondents from Giporoso I in Kigali—specifically choosing individuals who actively interact with MTN on social media. Data was gathered through structured questionnaires and interviews, allowing both statistical and thematic analysis. The findings showed that positive online engagement—especially timely responses, transparency, and interactive campaigns—improves how stakeholders perceive MTN. However, poor handling of negative comments remains a challenge. About 91.4% of respondents agreed that MTN’s interactive campaigns and online conversations strengthen its reputation (mean = 4.34), while 89.2% believed that timely responses build trust and reinforce how customers view the company (mean = 4.25). The correlation results showed a strong positive relationship between social media publicity and customer loyalty (r = .694, p < 0.01), and regression findings confirmed that social media engagement significantly predicts customer loyalty (B = 0.745, Beta = 0.812, p = .000). The study concludes that social media publicity implications range amidst key indicators that drive the corporate reputation of organizations.  Based on these insights, the study recommends that MTN enhance its social media strategy by maintaining consistent communication, adopting real-time monitoring tools, and improving how it manages online crises to protect its reputation and build long-term customer loyalty.