Abstract:
The dimensions of religion (DoR) and mass media social marketing (MMSM) could be regarded as major influencing factors within popular culture. Religious affiliations help to shape attitudes towards dancing, magazines, restaurants, political ideas and tend to influence the way people live, the choices they make, what they eat and with whom they associate. MMSM derives from two distinct movements: marketing and social sciences. Both movements are concerned with how best to influence people’s behaviour through controlled communication and specific identified channels. Because both aim to influence public opinion, this paper provides a review of existing literature and provides compelling evidence that it is conceivable that the DoR should be used in MMSM campaigns. It outlines future scenarios, a number of propositions and research issues related to these challenges.