Open Journal of Business Theology
Published May 16, 2025 | Version v1
Publication Open

The Business of Blessing: Commercialization of Christian Ministry in Pentecostal, Charismatic, and Evangelical Movements

Authors/Creators

  • 1. Open Christian University
  • 2. Save the Children

Description

Abstract: 

This study examines the growing commercialization of Christian ministry from interdisciplinary perspectives in business studies and theology. Drawing on Q1/Q2 literature, investigative reports, NGO data, and media coverage, we analyze how Pentecostal, Charismatic, and Evangelical churches worldwide — especially in Africa — increasingly adopt market-driven practices. We document branding and marketing strategies (e.g. televising worship, “faith branding,” celebrity pastors), financial behaviors (tithes, miracle offerings, product sales), doctrinal shifts (prosperity theology, transactional faith), and governance failures (lack of accountability, celebrity cults). Using Institutional Theory, Agency Theory, and Virtue Ethics as lenses, we propose a conceptual model linking macro drivers (neoliberalism, globalization, digital media) to micro-level ministry practices. Methodologically, we perform qualitative content analysis and case comparisons, using secondary data and NLP tools for thematic synthesis. Key findings show that commercialization has introduced entrepreneurial dynamism into ministry but also inflated financialization and ethical risks, often at odds with traditional ecclesiology. Theologically, these trends challenge notions of stewardship, humility, and sacrificial service. We offer actionable recommendations for seminaries, congregations, and policymakers to safeguard ministry integrity (e.g. stronger governance frameworks, theological education reforms). Finally, we propose future research directions and foresight scenarios, anticipating how AI, globalization, and digital religiosity will shape ministry in the next 10–15 years. 

Keywords: Commercialization of religion; Pentecostal churches; Prosperity Gospel; Church governance; Africa; Institutional Theory; Agency Theory; Virtue Ethics.

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Repository URL
https://journal.openchristian.education/A

References

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