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Digital Pentecostal Entrepreneurship Strategies and Motivations in Nigeria: A Qualitative Exploration

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Digital Entrepreneurship

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

Following the growing acceptance and usage of internet-enabled platforms in business transactions, religious entrepreneurs in Nigeria have embraced digitization to reach their target market. Pentecostal pastors are prominent adopters of the digital space in religious entrepreneurial pursuits in Nigeria. Popularly called Pentepreneurs, these entrepreneurs pursue both sacred and secular activities simultaneously. While empirical research on digital entrepreneurship continues to develop, few studies have been devoted to emerging digital economies. Besides, studies focusing on digital Pentepreneurship strategies and motivations are currently missing in the global literature on digital entrepreneurship. This chapter closes these gaps by leveraging the institutional theory, the theory of planned behaviour and the qualitative approach. Thus, an online semi-structured interview was conducted using a purposive sample of digital Pentepreneurs from Southern Nigeria. Generated data were analyzed by means of inductive thematic analysis. This chapter makes theoretical and practical contributions by identifying digital Pentecostal entrepreneurship’s key strategies and motivations.

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Acknowledgments

The authors sincerely thank the Editor, Professor Nezameddin Faghih, and the anonymous reviewers for providing insightful suggestions.

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Authors and Affiliations

  1. Department of Marketing, Abia State University, Uturu, Nigeria

    Agu Godswill Agu

  2. Faculty of Business, Management and Leadership, Coventry University, Wrocław, Poland

    Tade Daniel Omotosho

  3. Faculty of Management, University of Tehran, Tehran, Iran

    Aidin Salamzadeh

  4. Department of Management Sciences (Marketing Program), Rhema University, Aba, Nigeria

    Onwubiko Ngozi Dike

  5. Department of Marketing, University of Uyo, Uyo, Nigeria

    G. Etuk Samuel

  6. Department of Marketing, Michael Okpara University of Agriculture, Umudike, Nigeria

    Okereafor Geff Etochkwu

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  1. Agu Godswill Agu
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  2. Tade Daniel Omotosho
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  3. Aidin Salamzadeh
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  4. Onwubiko Ngozi Dike
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  5. G. Etuk Samuel
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  6. Okereafor Geff Etochkwu
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Correspondence to Agu Godswill Agu .

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  1. UNESCO Chair Professor Emeritus, Cambridge, MA, USA

    Nezameddin Faghih

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Agu, A.G., Omotosho, T.D., Salamzadeh, A., Dike, O.N., Samuel, G.E., Etochkwu, O.G. (2024). Digital Pentecostal Entrepreneurship Strategies and Motivations in Nigeria: A Qualitative Exploration. In: Faghih, N. (eds) Digital Entrepreneurship. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-031-58359-9_9

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