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God in the marketplace: Pentecostalism and marketing ritualization among Black Africans in the UK

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  • Sanya Ojo
  • Sonny Nwankwo

Abstract

Purpose - This paper aims to examine market-mediated transformative capacities of Black African Pentecostalism. It does this by exploring the interface between religion, culture and identity to generate a fresh interpretation of how marketing is ritualized among UK’s Black Africans on the platform of Pentecostalism. Design/methodology/approach - Methodology is based on in-depth interviews with respondents drawn from the African Pentecostal movements in London, UK. This paper shows how adherents’ responsiveness to Pentecostal dogmas generated market advantages. Findings - The paper reveals the interconnectedness of religion, faith and culture which, in turn, coalesced into a dense network that defines the reproduction, organization and approach to entrepreneurial marketing. Originality/value - Pentecostal practices unveil the marketing notion of “Pentepreneurship”, which combines both spiritual and enterprise activities to formulate a fused space of engagement straddling the sacred and the secular. This fusion points to a unique platform of entrepreneurial marketing that bestrides ethno-cultural, religious and economic identities.

Suggested Citation

  • Sanya Ojo & Sonny Nwankwo, 2020. "God in the marketplace: Pentecostalism and marketing ritualization among Black Africans in the UK," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 14(3), pages 349-372, June.
    • Handle: RePEc:eme:jecpps:jec-12-2019-0126
    DOI: 10.1108/JEC-12-2019-0126
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    Cited by:

    1. Siwale, Juliana & Gurău, Călin & Aluko, Olu & Dana, Léo-Paul & Ojo, Sanya, 2023. "Toward understanding the dynamics of the relationship between religion, entrepreneurship and social change: Empirical findings from technology-savvy African immigrants in UK," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).

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