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Rabbis in Israel, Public Relations and Advertising
Religion and Social Communication, volume 23, issue 2 (2025), pp. 303-321
"This article discusses public relations (PR) and advertising in the work of the rabbi in Israel. The rabbi's influence is felt within the religious population such as through the Sabbath sermon from the synagogue pulpit to congregants, but the media is an additional channel to spreading the rabbi's
...
Predicting Parishioner Donations: A Study Comparing Lifetime Value Models on a Robust Sample of Catholic Donation Data
Journal of Nonprofit & Public Sector Marketing (2025), 26 pp.
"Parishioner donation behavior is of great interest to church leaders. In many ways, parishioners behave as customers, but rather than buy, they donate. In this paper, donation habits are predicted using three well-received models of buyer behavior: (a) the beta-geometric/negative binomial distribut
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Three Kings Knocking at the Door: Is it All About the Money?
Journal of Nonprofit & Public Sector Marketing (2025), 28 pp.
"This study examines the significance of volunteering in the Three Kings Collection (TKC), one of the largest charity events in the Czech Republic. TKC involves volunteers dressed as the three kings who sing carols and raise money door-to-door. We quantify the value of volunteering from 2015 to 2022
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Vernetzt und zugewandt - digitale Gemeinde gestalten: Ein Praxishandbuch
Key Guides
Neukirchen-Vluyn: Neukirchener Verlag (2024), 220 pp.
"Die Lebenswelt der meisten Menschen ist digital, viele Gemeinden sind es dagegen noch nicht. Nicht nur bei sinkenden Mitglieder- und Gottesdienstbesucherzahlen wird es höchste Zeit, Wege zu finden, um relevant zu bleiben. Auch darüber hinaus bieten digitale Angebote viel Mehrwert für ein lebendi
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Communicating the Sacred in Religious Advertising in Light of the Mediatization of Religion Theory and Research on Digital Religion
Church, Communication and Culture, volume 8, issue 2 (2023), pp. 285-307
"The main research problem of the article is the communication of the sacred in the Catholic Church in light of the theory of mediatization of religion and research on religion in the era of digital media. Communicating the sacred takes place through various channels and in various ways. One of its
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Análisis de la Imagen Corporativa de los públicos externos (Fuerzas Militares y Policías) sobre el Obispado Castrense de Colombia
Bogotá: Universidad de La Sabana, Master Thesis (2023), 111 pp.
"El análisis de la imagen corporativa de los militares y policías sobre el Obispado Castrense, revela áreas de oportunidad significativas en cuanto a la imagen comercial, la imagen pública y el contenido de valor en las redes sociales y la página web. Estos hallazgos indican que hay margen para
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Communicating the Sacred: Varieties of Religious Marketing
New York et al.: Peter Lang (2022), xi, 286 pp.
"This book explores marketing as a genuine component of religious traditions. It investigates the theme across a large historical and geographical area, and in a variety of expressions, ranging from 3rd BCE Maya stucco friezes, early Christian writings, and 9th CE Cambodian inscriptions, right down
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Craftbook: Markenkommunikation und Produktentwicklung für kirchliche Pionier*innen
Key Guides
Freiburg: Herder (2022), 216 pp.
"Das Craftbook ist ein Werkzeugkasten, der innovative Projekte in kirchlichen Organisationen beschleunigt. Als zusammenhängendes Framework lassen sich die Tools und Methoden sowohl zur langfristigen Prozessplanung, zur Stärkung des Markenprofils als auch zur Gestaltung von einzelnen Arbeitsphasen
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Fundamentos de marketing religioso: 11 lecciones para evangelizar mejor sin perder la esperanza ni la misión
Key Guides
Reinspira Ediciones (2021), 538 pp.
"Carlos Luna plantea abordar el reto de la evangelización desde una nueva disciplina a la que él llama marketing religioso. Propone sumar nuevas dimensiones más allá de la comunicación que permiten entrar en relación con los alejados a la fe. Un manual innovador de mercadotecnia religiosa que
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Promoting the Faith: Examining Megachurches’ Audience-Centric Advertising Strategies on Social Media
Journal of Advertising, volume 50, issue 4 (2021), pp. 408-422
"Megachurches have a reputation for savvy use of digital media; however, little is known about their advertising strategy or which strategies elicit engagement. By assessing megachurches’ promotional content on social media, this study draws on the devotional campaign framework to examine audience
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Broadcasting Live the Visit of Pope Francis to Chile
Church, Communication and Culture, volume 4 (2019), pp. 79-95
"Papal visits to different countries are very important to bring about closeness between the Church and the people. To assure the effectiveness of a visit, it is essential to have a well-planned broadcast of the event. The broadcast will transmit the message to the audience and move it beyond time a
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Catholic Church and the Public Sphere: Dialogue, Respect and Freedom of Expression
Roma: Edizioni Santa Croce (2019), 156 pp.
"This book gathers the main conferences and a selection of the communication of the eleventh edition of the Professional Seminar for Church Communications Offices: Dialogue, Respect and Freedom of Expression in the Public Sphere, organized by the School of Church Communications of the Pontifical Uni
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La nueva evangelización en la era digital: Redes sociales y misión desde una perspectiva basada en marketing
Misiones Extranjeras: Revista de Misionologia, issue 283 (2018), pp. 206-220
"Evangelización efectiva en el nuevo panorama religioso, por lotanto, requiere una reorientación de los programas de Iglesia y mensajes con el status quo de la gente para obtener respuesta positiva. Ello precisa un sistemático estudio de las necesidades, deseos, percepciones, preferencias asi cor
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So machen Kirchen Schlagzeilen: Praxisbuch besser kommunizieren
Basel: Friedrich Reinhardt Verlag (2018), 286 pp.
A Communication Audit of the Catholic Diocese of Kabgayi in Rwanda
Nairobi: Daystar University, School of Communication, Language and Performing Arts, Master of Arts in Communication Thesis (2017), xiii, 130 pp.
"The purpose of this study was to conduct a communication audit of the Catholic Diocese of Kabgayi with a view to establishing the effectiveness of communication strategies used by Kabgayi Diocese in resource mobilization. The objectives of this study were: firstly, to establish communication strate
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Church, Market, and Media: A Discursive Approach to Institutional Religious Change
London et al.: Bloomsbury Academic (2017), viii, 202 pp.
"In focusing on the twin processes of marketization and mediatization, the intention is by no means to argue that markets and media constitute the only factors shaping religion today. Nor is the intention to argue that a focus on marketization and mediatization would provide the “best” way to st
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"A agência experimental CoMM Comunicação foi responsável por desenvolver um plano assessoria de comunicação para a Associação Milícia da Imaculada, organização do terceiro setor localizada na cidade de São Bernardo do Campo, região metropolitana de São Paulo. Para o seu desenvolvimento
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