Social Media and Megachurches

Conference paper
First Online:
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)

Abstract

This paper contributes to the understanding of social media strategy by examining how, Hillsong, a megachurch, is using social media. Whilst there, is a growing body of research on megachurches, and on the use of social media by not-for-profit organisations, no prior studies have examined the use of social media in megachurches. The study uses a content analysis of Hillsong’s social media platforms on Twitter, Facebook, YouTube and Instagram, to demonstrate the distributed model of social media presence adopted by Hillsong, and relates this to the various purposes for which Hillsong uses social media. Discussion and conclusions evaluate this approach to social media strategy.

Keywords

Megachurch Internet Social media Engagement Online communities 
This is a preview of subscription content, log in to check access.

References

  1. 1.
    Wade, M.: Seeker-friendly: The Hillsong Megachurch as an enchanting total institution. J. Sociol. (2015). doi: 10.1177/1440783315575171 Google Scholar
  2. 2.
    Bacile, T., Ye, C., Swilley, E.: From firm-controlled to consumer-contributed: consumer co- production of personal media marketing communication. J. Interact. Mark. 28, 117–133 (2014)CrossRefGoogle Scholar
  3. 3.
    Lee, M., Youn, S.: Electronic Word of Mouth (eWOM): how eWOM platforms influence consumer product judgement. Int. J. Advertising 28, 473–478 (2009)CrossRefGoogle Scholar
  4. 4.
    Gummerus, J., Liljander, V., Weman, E., Pihlström, M.: Customer engagement in a facebook brand community. Manage. Res. Rev. 35, 857–877 (2012)CrossRefGoogle Scholar
  5. 5.
    Chen, Y., Fay, S., Wang, Q.: The role of marketing in social media: how online consumer reviews evolve. J. Interact. Mark. 25, 85–94 (2011)CrossRefGoogle Scholar
  6. 6.
    Kim, A.J., Ko, E.: Do social media marketing activities enhance customer equity? an empirical study of luxury fashion brands. J. Bus. Res. 65, 1480–1486 (2012)CrossRefGoogle Scholar
  7. 7.
    Okazaki, S., Díaz-Martín, A.M., Rozano, M., Menéndez-Benito, M.D.: Using twitter to engage with customers: a data mining approach. Internet Res. 25, 416–434 (2015)CrossRefGoogle Scholar
  8. 8.
    Trainor, K.J., Andzulis, J.M., Rapp, A., Agnihotri, R.: Social media technology usage and customer relationship performance: a capabilities-based examination of social CRM. J. Bus. Res. 67, 1201–1208 (2014)CrossRefGoogle Scholar
  9. 9.
    Lovejoy, K., Saxton, G.D.: Information, community, and action: how nonprofit organizations use social media. J. Comput.-Mediated Commun. 17, 337–353 (2012)CrossRefGoogle Scholar
  10. 10.
    Nah, S., Saxton, G.D.: Modeling the adoption and use of social media by non-profit organisations. New Media Soc. 15, 294–313 (2013)CrossRefGoogle Scholar
  11. 11.
    Thumma, S., Bird, W.: Changes in American Megachurches: Tracing Eight Years of Growth and Innovation in the Nation’s Largest-attendance Congregations (2008). http://hdl.handle.net/1805/5657
  12. 12.
    Connell, J.: Hillsong: a megachurch in the Sydney suburbs. Aust. Geogr. 36, 315–332 (2005)CrossRefGoogle Scholar
  13. 13.
    Eagle, D.E.: Historicizing the megachurch. J. Soc. Hist. 48, 589–604 (2015)CrossRefGoogle Scholar
  14. 14.
    Martin, P.P., Bowles, T.A., Adkins, L., Leach, M.T.: Black megachurches in the internet age: exploring theological teachings and social outreach efforts. J. Afr. Am. Stud. 15, 155–176 (2011)CrossRefGoogle Scholar
  15. 15.
    Karnes, K., McIntosh, W., Morris, I.L., Pearson-Merkowitz, S.: Mighty fortresses: explain-ing the spatial distribution of American megachurches. J. Sci. Study Religion 46, 261–268 (2007)CrossRefGoogle Scholar
  16. 16.
    Kim, K.: Ethereal christianity: reading korean megachurch websites. Stud. World Christianity 13, 208–224 (2007)CrossRefGoogle Scholar
  17. 17.
    Hackett, R.I.J.: The new virtual (inter)face of African pentecostalism. Society 46, 496–503 (2009)CrossRefGoogle Scholar
  18. 18.
    Sturgill, A.: Scope and Purposes of church web sites. J. Media Relig. 3, 165–176 (2004)CrossRefGoogle Scholar
  19. 19.
    Klaver, M.: Media technology creating ‘Sermonic Events’ the Hillsong megachurch network. CrossCurrents 65, 422–433 (2015)CrossRefGoogle Scholar
  20. 20.
    Lovejoy, K., Waters, R.D., Saxton, G.D.: Engaging stakeholders through twitter: how nonprofit organisations are getting more out of 140 characters or less. Public Relat. Rev. 38, 313–318 (2012)CrossRefGoogle Scholar
  21. 21.
    Rowley, J.: Using case studies in research. Manage. Res. News 25, 16–27 (2002)CrossRefGoogle Scholar

Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  1. 1.Manchester Metropolitan UniversityManchesterUK

Personalised recommendations