Abstract
Marketing studies have recently developed a strong interest in how social fabric is constantly recreated, maintained and reshaped through chains of interaction (Sterchele, 2020; Collins, 2004). Specifically, studying the interaction of Individuals with wider society has become a focal point in developing a critical understanding of social inclusion, which notes that inclusion can help enhance self-esteem (Leary and Baumeister, 2000; Tajfel and Turner, 1986), validate self-belief (Hogg and Abrams, 1993), strengthen a sense of distinctiveness and acceptance (Brewer, 1991), and indeed that inclusion in groups is essential to humans (Correll and Park, 2005).
Jansen et al. (2014) proposed that social inclusion comprises two elements: belongingness and authenticity, the latter particularly being a strong predictor for group performance. Further studies suggest a positive association between perceptions of both group performance (Sheldon et al.,1997) and individual well-being (Deci and Ryan,2000) with authenticity, which is viewed as the degree to which a group member believes they are encouraged by the group to remain true to themselves and be different or similar to other members (Kernis and Goldman,2006). However, Jansen et al. (2014) do not identify what is needed to develop authentic interactions and relationships while building strong socially-inclusive groups, and this invites further critical reflection on authenticity and the types of authentic activities that could enhance social inclusion.
Our project, therefore, aims to address those gaps by using religion as a lens to examine ‘social inclusive authenticity’, since living an authentic life and cultivating an authentic self is undoubtedly a fundamental element of spirituality (Gauthier, 2021). Moreover, religious studies offer a range of concepts and approaches to authenticity, including respect for authenticity and the primacy of personal experience in the validation and legitimation of practices and beliefs (Gauthier, 2020; Broo et al., 2015). Religion and spirituality also place a strong focus on the experience of self-orientation (Taylor, 2002) and the ‘regime of authenticity’ which explains the structuring characteristics and principles of group organisation (Gauthier, 2021). We selected megachurches as the focus of our research since they are inherently consumer driven and survive only by offering a distinct ritual experience that combines the authentic with the dynamic (Davies, 2021).
| Original language | English |
|---|---|
| Publication status | Published - 5 Jul 2022 |
| Event | The Academy of Marketing 2022 - University of Huddersfield, Huddersfield, United Kingdom Duration: 5 Jul 2022 → 7 Jul 2022 https://academyofmarketing.org/am2022-conference/#:~:text=The%202022%20Academy%20of%20Marketing,fundamental%20'fabric%20of%20life'. |
Conference
| Conference | The Academy of Marketing 2022 |
|---|---|
| Abbreviated title | AM2022 |
| Country/Territory | United Kingdom |
| City | Huddersfield |
| Period | 5/07/22 → 7/07/22 |
| Other | The 2022 Academy of Marketing Conference called for cutting edge research in the field of Marketing, capturing its role in the design, manufacture, distribution and consumption of products, services and experiences that relate to the everyday yet fundamental ‘fabric of life’. We welcomed an examination of the threads of marketing theory, and an exploration of the interwoven patterns which contribute to the ever-evolving tapestry that is Marketing. Marketing relates to all areas of contemporary society, touching on traditional subjects such as consumer behaviour, branding and strategy. Likewise, emerging issues, such as the climate emergency, changing gender roles and the reconceptualization of space and place also demand marketing thought and critique. In 2022 and we introduced you to incredible stories from this part of the world relating to heritage, culture and geography. These are embodied by the history of Huddersfield’s textile industry, which has left a physical and intellectual legacy. The conference Gala Dinner was held at Bowers Mill, built in the 18th century as water powered Fulling Mill, Corn Mill and finally a Woollen Mill. Textile manufacture was started by two brothers Joseph & Samuel Taylor and J & S Taylor occupied the Mill from 1882. All the processes to produce cloth were carried out here in the Mill by Taylors; blending, spinning, weaving, scouring, dyeing and finishing. |
| Internet address |
Keywords
- authenticity, authentic self, social inclusion, religion