Contemporary Consumption of Religion
Introduction
Theoretical Advances, Special issue of Marketing Theory; Deadline 1 Nov 2022
INTEREST CATEGORY: MARKETING COMMUNICATIONS
INTEREST CATEGORY: SECTORS
Author: Ateeq Abdul Rauf
Call for Papers
Special Issue of Marketing Theory
Theoretical Advances on the Contemporary Consumption of Religion
Deadline: November 01, 2022
Issue guest editors: Ateeq Abdul Rauf, Samuelson Appau, and Ajnesh Prasad
Religion is a symbolic social system that has bearing over all aspects of life (Geertz, 1973, 90). As such, we understand religion to encompass institutional religion as well as more individualized forms of spirituality. Secularization theories that predicted the demise of religion with modernity have been debunked in previous literature (Edgell, 2012). While institutional religion is declining in some Western societies, we can surmise from research that religiosity has simply been remodeled as individual spirituality, which is now accessible in the market. In many non-Western countries, like those in the Global South, religion is growing even with increasing modernization (Ozanne & Appau, 2019). Hence, far from being irrelevant, religion continues to have a penetrating impact on the experiences of myriad consumers in many ways directly and indirectly, publicly and privately (Baker et al., 2020; Belk et al., 1989).
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