Consumption, religion and digital marketing in developing countries

Ayantunji Gbadamosi

Chapter 7 in Religion and Consumer Behaviour in Developing Nations, 2021, pp 175-198 from Edward Elgar Publishing

Abstract: One of the palpable changes to consumption in recent times is the impact of the advancement of technology. It permeates virtually every phase of consumption system and consumption categories. Its diverse benefits to both the consuming and producing parties make it an issue of interest that cannot be ignored in terms of scale and significance in the contemporary marketing system. Accordingly, this chapter explores the nexus of technology and religion in the consumption pattern of developing nations. it shows improvement in the use of digital technologies in developing nations and highlights how this influences consumption in this region. The chapter shows the interrelationship of the elements of the digital marketing environment and how technology is central to this. It also acknowledges the diversity that characterized religion in developing nations, hence it shows the relevance of segmentation, targeting, and positioning in how religion and religiosity could be explored to create, co-create, and deliver value to these consumers in effective ways.

Keywords: Business and Management; Development Studies; Economics and Finance (search for similar items in EconPapers)
Date: 2021
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