The Persuasion Paradox: Religious Advertising and the Primacy of Relational Evangelism in Abeokuta

Background: This study examines the influence of religious advertising on church membership in Abeokuta, Nigeria, exploring a complex relationship that is often overlooked in scholarly discourse. Drawing on the Persuasion Theory and the Advertising Exposure Model, the research explores how a faith-based message, disseminated through mass media, influences an audience's spiritual behaviour. Objective: The primary objectives of this study were to: (1) ascertain the level of public awareness and perception of religious advertising; (2) determine the extent to which this advertising directly influences church membership; and (3) identify the most impactful advertising media and non-advertising factors that contribute to a person's decision to join a church. Methodology: A quantitative survey design was employed to collect data from a sample of 370 residents in Abeokuta. Questionnaires were used to gather information on demographics, awareness of religious advertisements, perceived effectiveness of various media, and the primary factors influencing decisions about church membership. Descriptive statistics, including percentages and frequencies, were used to present the data, and the sample size was calculated using the Taro Yamane formula. Results: The findings reveal a nuanced pattern: religious advertising is effective at building awareness but has limited success in directly converting individuals into church members. While a combined 46.3% of respondents reported high awareness, a significant majority (74.3%) stated they did not become members as a result of these advertisements. The data further indicates that the public holds a positive perception of religious advertising as a practice, with 63.5% of respondents rating it as "good" or "very good." However, the most influential factors for membership were identified as personal invitations and church-based programmes, which had a greater impact than mass media campaigns. Conclusion: The study concludes that religious advertising serves primarily as a brand-building and public relations tool rather than a direct recruitment strategy. It creates a supportive environment for relational outreach and community-focused initiatives, which were found to be the most effective drivers of membership. The findings have important implications for religious organisations, suggesting a strategic shift from mass media conversion to a more integrated approach that prioritises in-person experiences and personal connections.