Abstract:This paper contributes to the understanding of social media strategy by examining how, Hillsong, a megachurch, is using social media. Whilst there, is a growing body of research on megachurches, and on the use of social media by not-for-profit organisations, no prior studies have examined the use of social media in megachurches. The study uses a content analysis of Hillsong's social media platforms on Twitter, Facebook, YouTube and Instagram, to demonstrate the distributed model of social media presence adopte… Show more
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