Empirical Study of Religion and the Internet, and its Practical Implication : In View of Marketing and Communication

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  • 宗教とインターネットに関する実証的研究とその実践的含意 : コミュニケーションとマーケティングの視点から
  • シュウキョウ ト インターネット ニ カンスル ジッショウテキ ケンキュウ ト ソノ ジッセンテキ ガンイ コミュニケーション ト マーケティング ノ シテン カラ

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Abstract

This paper considers religion from the viewpoint of communication and marketing, such as organizational principles and brand, and value creation through exchange. With the aim of conducting a study which would be useful for religious groups' actual practice regarding propagation and activation of the group, this paper analyzes quantitative and empirical data of Internet users statistically, focusing on believers and people who are don't believe in any religion but are interested in religion. First this paper analyzes users' religious orientation, such as commitment to or opinions regarding religion, then turns to an analysis of information communication behaviors concerning propaganda, such as the kinds of email users, consultation and advice, the anonymity and the emotional effect of a net community. Based on this information, this paper examines the potential usage of net communities by religious groups considering marketing techniques on the Internet, and describes the problems in Internet usage and the recognition of these problems by a religious group that is not able to realize the potential of the Internet. Finally a design for desirable religious communication on the Internet to overcome such problems is proposed.

Journal

  • Religion and Society

    Religion and Society 12 (0), 3-35, 2006

    The Japanese Association for the Study of Religion and Society

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