Introduction to Special Issue on Religion, Media, and Marketing

Abstract

This special issue probes the ways in which religion and marketing hybrids are flourishing in the digital age. The powerful partnership of marketing and religion magnetically attracts consumers to products both secular and sacred. Popular media have increasingly noticed this phenomenon, but it warrants more serious and concerted attention from the academy. Our article contributors consequently explore the religio-cultural and media implications of what is a two-sided phenomenon: marketing religion as a product and marketing products as religion.

Your pet and god: A religious case on the antecedents of pet food buying behavior

“…Organizations engaged in faith marketing have grown significantly during the past few years (Hashmi, 2018). Consumers are drawn to both secular and sacred items by the potent alliance of marketing and religion (Taylor & Einstein, 2022). Moreover, Indonesia lives under the concept of Pancasila, where religion is one of the key aspects pertaining to the country's safety, peace, and harmony (Asrawijaya, 2022).…”