MARKETING PRACTICES OF MEGA CHURCHES IN NIGERIA

Abstract

This study sought to unveil the marketing practices of megachurches in Nigeria.  The paper in 
particular, seeks to ascertain the influence of Pastors’ message, worship centers ambience, church 
promotion activities and Pastors’ people management style on church attendance. This study adopts 
a quantitative research design. The study population consist of the entire Pentecostal church members 
in Yenegoa metropolis, Bayelsa state. Members of Living Faith Church and Salvation Ministries 
Yenegoa were the accessible population. Three hundred copies of the research instrument were 
administered while 230 copies were retrieved. Using SPSS 26, the collated data were analyzed with 
descriptive statistics while the formulated hypotheses were tested with one-way ANOVA, Pearson 
correlation and simple linear regression at 5% level of significance. The study reveals that all the 
drivers of church attendance has positive and significant influence on church attendance. Moving 
forward, the paper recommends among others that churches discourage the use of doubtful and 
deceitful testimonies to attract members. The paper concludes that church deployment of marketing 
principles would enable it achieve its growth objective.