The online marketing of religion : online marketing of religion: analysing social media use by online christian evangelists

2011

Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2011 Inspired by a growing interest among scholars and practitioners concerning the promise and reality of the Internet’s ability to transform existing practices, the current study examines how evangelists actually use the Internet in their evangelism efforts. Theoretically, online evangelism is an emerging new approach to traditional evangelism. Underlying its emergence are expectations and initial evidence concerning Internet’s ability to transform certain aspects of organizations’ forms of promotions (for full detail see chapter 3). More specifically, this study engages in an abductive theory development effort with the go…