Digital Pentecostal Entrepreneurship Strategies and Motivations in Nigeria: A Qualitative Exploration

Following the growing acceptance and usage of internet-enabled platforms in business transactions, religious entrepreneurs in Nigeria have embraced digitization to reach their target market. Pentecostal pastors are prominent adopters of the digital space in religious entrepreneurial pursuits in Nigeria. Popularly called Pentepreneurs, these entrepreneurs pursue both sacred and secular activities simultaneously. While empirical research on digital entrepreneurship continues to develop, few studies have been devoted to emerging digital economies. Besides, studies focusing on digital Pentepreneurship strategies and motivations are currently missing in the global literature on digital entrepreneurship. This chapter closes these gaps by leveraging the institutional theory, the theory of planned behaviour and the qualitative approach. Thus, an online semi-structured interview was conducted using a purposive sample of digital Pentepreneurs from Southern Nigeria. Generated data were analyzed by means of inductive thematic analysis. This chapter makes theoretical and practical contributions by identifying digital Pentecostal entrepreneurship’s key strategies and motivations.