A master thesis from Aalborg University
When the church goes online: A quantitative study of the implications of online distribution of worship services in Danish independent churches
Forfatter(e)
Semester
4. semester
Udgivelsesår
2020
Afleveret
2020-10-01
Antal sider
90 pages
Abstract
This rapport deals with the use of online channels for the delivery of worship services in danish independent churches. During the assembly ban in Denmark caused by the COVID- 19 pandemic in spring of 2020, churches around the world were forced to use new methods of distribution, which led to extensive online streaming of Sunday worship services. Given the continuous rising trend in digitalization and its impact on consumer behavior, it may seem like an obvious choice for churches to adopt its possibilities, but integrating online channels does not come without challenges. For example, new marketing channels affect an organization's existing marketing mix and its ability to achieve goals. The purpose of this report is thus to examine the implications of adding online channels to the marketing mix in the context of Danish independent churches with regards to attracting and retaining satisfied users and simultaneously achieving goals. The basis for the study is the marketing mix model, theory on consumer-oriented marketing and the digital economy in addition to primary data on the user experience of online worship services. A case study on independent churches’ goals and overall mission is also included as well as empirical data on online consumer behavior in general and with regards to religiosity. The project's conclusion reveals a change in the actual product of the worship service and thus its ability to deliver the core customer value, while the cost of acquisition is reduced for the users, which simultaneously leads to a deterioration of the church's ability to capture value. At the same time, the church’s promotion is enhanced, as online distribution leads to increased reach, while it also increases competition. As a by-product, the results reveal a promising potential of online channels’ ability to effectively reach younger user segments, which has been a challenge for churches so far.
Emneord
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