Poster Title

Leap of Faith: Megachurches and the struggle to create a brand experience that sells

Presenter Information

Carly MiddletonFollow

Grade Level at Time of Presentation

Junior

Major

Journalism

Institution

Murray State University

KY House District #

61

KY Senate District #

17

Department

Journalism and Mass Communications

Abstract

Leap of Faith: Megachurches and the struggle to create a brand experience that sells

Carly Middleton

Marcie Hinton, PhD

Department of Journalism and Mass Communications

Murray State University

As churches across the Commonwealth experience a decline in attendance, membership and giving, religious organizations are failing to connect with their audience and their organizational goals on social media. This exploratory content analysis evaluated the social media branding practices of Kentucky’s 20 megachurches and proposed areas of improvement.

A megachurch is defined as a Protestant Christian congregation with an average of 2,000 weekly attendees, including adults and children across all worship locations. Kentucky megachurches were selected for study as the state is ranked No. 25 in the nation for number of megachurches, making the state saliently situated to be a resource for megachurches across the country.

Facebook, Instagram and Twitter profiles were evaluated on follower-to-member ratio, post frequency, promotional materials, access of new-member information and other relevant branding factors. Results of the study found Kentucky megachurches need to significantly improve their branding practices in order to become aggressive participants in consumer marketing.

In future research, the scholar aspires to measure these implemented suggestions through a case study.

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Leap of Faith: Megachurches and the struggle to create a brand experience that sells

Leap of Faith: Megachurches and the struggle to create a brand experience that sells

Carly Middleton

Marcie Hinton, PhD

Department of Journalism and Mass Communications

Murray State University

As churches across the Commonwealth experience a decline in attendance, membership and giving, religious organizations are failing to connect with their audience and their organizational goals on social media. This exploratory content analysis evaluated the social media branding practices of Kentucky’s 20 megachurches and proposed areas of improvement.

A megachurch is defined as a Protestant Christian congregation with an average of 2,000 weekly attendees, including adults and children across all worship locations. Kentucky megachurches were selected for study as the state is ranked No. 25 in the nation for number of megachurches, making the state saliently situated to be a resource for megachurches across the country.

Facebook, Instagram and Twitter profiles were evaluated on follower-to-member ratio, post frequency, promotional materials, access of new-member information and other relevant branding factors. Results of the study found Kentucky megachurches need to significantly improve their branding practices in order to become aggressive participants in consumer marketing.

In future research, the scholar aspires to measure these implemented suggestions through a case study.