God in the marketplace: Pentecostalism and marketing ritualization among Black Africans in the UK

Sanya Ojo and Sonny Nwankwo

Journal of Enterprising Communities: People and Places in the Global Economy, 2020, vol. 14, issue 3, 349-372

Abstract: Purpose - This paper aims to examine market-mediated transformative capacities of Black African Pentecostalism. It does this by exploring the interface between religion, culture and identity to generate a fresh interpretation of how marketing is ritualized among UK’s Black Africans on the platform of Pentecostalism. Design/methodology/approach - Methodology is based on in-depth interviews with respondents drawn from the African Pentecostal movements in London, UK. This paper shows how adherents’ responsiveness to Pentecostal dogmas generated market advantages. Findings - The paper reveals the interconnectedness of religion, faith and culture which, in turn, coalesced into a dense network that defines the reproduction, organization and approach to entrepreneurial marketing. Originality/value - Pentecostal practices unveil the marketing notion of “Pentepreneurship”, which combines both spiritual and enterprise activities to formulate a fused space of engagement straddling the sacred and the secular. This fusion points to a unique platform of entrepreneurial marketing that bestrides ethno-cultural, religious and economic identities.

Keywords: Marketing; Entrepreneurship; African Pentecostalism; Black Africans; UK (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:jecpps:jec-12-2019-0126

DOI: 10.1108/JEC-12-2019-0126

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