RELIGIOUS DIGITAL BRAND EQUITY AND LOYALTY OF CHURCH MEMBERS IN PORT HARCOURT, RIVERS STATE

Abstract

This process of digitalizing communication has impacted immensely on the ways through which religious entities communicate with members and the community at large. The use of digital means, including social media, websites, livestreaming services and mobile applications in churches are increasingly a means of churches to encourage religious interactions and build relationships with congregant. The paper explores the connection between religious digital brand equity and loyalty among church members in Port Harcourt, Rivers state, Nigeria. Through a conceptual review technique, the research examines the dimensions of digital brand equity such as the church brand orientation, and religious activities as well as the Digital brand awareness. The paper also examines the impact of these factors on indicators of loyalty of church members like the maintenance of membership. The results indicate that churches that use digital platforms successfully can build the brand image, increase the engagement level of members, and encourage successful retention. Among the recommendations that the study would make is that churches in Port Harcourt need to embrace organized online communication strategies, enhance online interaction, and have uniform brand communication in order to increase loyalty among members