Marketing and Entrepreneurship in African Pentecostalism

What is it about?

The paper examines the evolving marketing trends and processes deriving from the transformative capacities of black African Pentecostalism. It explores the interface between Pentecostal religion, culture, and identity to generate a fresh interpretation of this increasingly significant nexus of variables and their co-alignments which reveals how marketing is ritualised within the African Pentecostal religious space. The paper unravels the interconnectedness of religion, faith, and culture and how they coalesce into a dense network that defines the reproduction, organisation and approach to entrepreneurship marketing. This linkage has consequences for ethnic groups in a multicultural society as it serves as a site for niche marketing and entrepreneurship. Dr Sanya Ojo; sanyaojo@nda.edu.ng Prof Sonny Nwankwo; asnwankwo@nda.edu.ng S

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Why is it important?

We highlight how the immigrant African Pentecostalists employ sociocultural rituals in their religion for economic survival in the country of residence.

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