Miracle as a spiritual event and as a marketing tactic among neo-Charismatic churches : a comparative study

Abstract

This article explores how neo-charismatic churches use miracles as spiritual events and as a marketing tactic to draw ‘unbelievers’ or ‘miracle seekers’ to church. This study examines the significance of miracles among neo-charismatic churches as a spiritual event and as a marketing tactic. The data is derived from interviews with Black and Indian research participants from Pentecostal churches based in the Phoenix area of Durban, South Africa. The data showed that miracles do play a major role in drawing unbelievers to church and thus boosting the numbers of congregation members. It is observed from the data analysis that the connection with God is miraculous or spiritual and the emotionality associated therewith cannot be compared to marketing. The use of evidence of a miracle as a marketing tactic to attract unbelievers has a positive association with marketing, but the results revealed that for the Word of God to be spiritually understood by the congregants, there must be a conscious and constant dependence upon the Holy Spirit. This study recommends that the church should master the concept of services marketing, particularly when marketing characteristics of church services like miracles to congregants.