The purpose of the thesis was to consolidate if conducting marketing campaigns within the Orthodox church could alter the sacred character of its elemental purpose. The central research question was how to use market-based toolkits to help the Macedonian Orthodox Church achieve its goals, attract new members as well as retain existing ones, while encouraging active participation in various religious activities. I initiated the theoretical part of the thesis with an interpretation of religiosity, discussed the secularization of the revitalization thesis, and proceeded with the theory of free choice according to Stark in Bainbridge. In the upcoming chapters, I have theoretically examined the views of different authors in the context of religious marketing and included the issue of ethics in the practice of religious marketing. In order to answer the research question, I carried out a comparative content analysis between the online religious informer "PortalPremin.mk" and overall communication on social networks with Orthodox content, as well as an analysis of the marketing support of religiously related rituals by Macedonian Orthodox believers. The analysis showed that, while the weastern religious traditions develop marketing-like strategies to cope with the ever-growing pop culture, it seems that eastern (orthodox) practices solve with the same problems in quite a different manner. I found the reason for this to be tradition, which for Orthodox believers, is not just about the heritage that is passed down from generation to generation in the church, but also something more concise as well as tangible.
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