THE COMMUNICATIVE NEXUS OF RELIGION AND ENTREPRENEURSHIP: EXPLORING THE ROLE OF FAITH-BASED NARRATIVE IN BUSINESS MOTIVATION AND GROWTH

This study evaluated the communicative nexus of religion and entrepreneurship: exploring the role of faith-based narrative in business motivation and growth. The theory of Max Weber’s (1905) Protestant Ethic and the Spirit of Capitalism was anchored in this study. This study adopts a qualitative research methodology using email interviews. The population of the study comprises faith-driven entrepreneurs across various religious affiliations in Nigeria, including Christianity, Islam, and African Traditional Religion. Given the study's qualitative nature, a sample size of 15–20 participants were selected, ensuring diverse representation across different religious backgrounds, business sectors and geographical locations. The study employs a purposive sampling technique, selecting entrepreneurs who integrate religious beliefs into their business operations. The method of data collection was email interviews and the collected data were analysed using thematic analysis, identifying recurring patterns, themes, and insights related to faith-based business motivation, ethical practices, and growth strategies. The findings revealed that, faith-based narratives significantly influence entrepreneurial motivation and decision-making by providing a moral and spiritual foundation that drives business resilience, ethical conduct and long-term success. Entrepreneurs often perceive their ventures as a divine calling, guided by religious teachings that inspire perseverance, risk-taking, and a commitment to ethical business practices, ultimately shaping their leadership approach and business strategies. The study concluded that faith-based narratives play a fundamental role in shaping entrepreneurial motivation by providing a sense of purpose, resilience and ethical grounding. The study recommended that religious institutions should incorporate entrepreneurial teachings and mentorship programs to inspire and equip faith-driven entrepreneurs for business success.