Resumen

MUPAMBWA, Patrick  y  CHILIYA, Norman. Predictors of e-marketing adoption by Zimbabwean churches. Communitas (Bloemfontein. Online) [online]. 2020, vol.25, pp.1-21. ISSN 2415-0525.  http://dx.doi.org/10.18820/24150525/comm.v25.11.

Electronic marketing has transformed marketing practices. However, the acceptance of e-marketing applications and principles in churches has been moderate. This study examined the predictors of e-marketing adoption among Zimbabwean churches. The study was quantitative in nature, and a positivist orientation was adopted. Two hundred and fifty self-administered questionnaires were distributed to clergymen from various churches in Zimbabwe. Structural equation modelling using Smart PLS software was employed during the data analysis phase. Both descriptive and inferential statistics were manipulated in this study. The results indicate that marketing orientation, marketing innovation, church youth marketing, competitive intensity, and dynamic marketing capabilities have a significant influence on e-marketing orientation among Zimbabwean churches. Lastly, e-marketing orientation spurs an increase in religiosity and spirituality of church members.

Palabras clave : e-marketing; advertising; marketing communication; churches; faith-based organisations.

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