Transforming Lives and Businesses: Spiritual Aspirations in Yoga Marketing
This article explores the aspirational marketing modalities promoted by "spiritual marketing coaches" (SMC) that target freelancers in the well-being and yoga sector. It focuses on the narratives of success applied in what is essentially a "marketing of marketing," analysing the...
| Subtitles: | "Business Spirits: Religion and Business as Co-constitutive Phenomena" |
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| Main Author: | |
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2024
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| In: |
Implicit religion
Year: 2022, Volume: 25, Issue: 3/4, Pages: 311-336 |
| Further subjects: | B
marketing coaching
B modern yoga B spiritual marketing coaches B online marketing B Algorithms B netnography B inbound marketing B yoga economy B spiritual economy B Self-development |
| Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
| Summary: | This article explores the aspirational marketing modalities promoted by "spiritual marketing coaches" (SMC) that target freelancers in the well-being and yoga sector. It focuses on the narratives of success applied in what is essentially a "marketing of marketing," analysing the semiotic qualities, functions, and implications of these promotional strategies. Specifically, it investigates how SMCs engage in meaning-making and religion-making through aspirational narrations while using inbound marketing to promote the use of the same. I argue that "spiritual marketing" incorporates a semiotic shift towards language and narrations commonly used in contemporary spirituality. This has introduced modalities that combine marketing tools with spiritual and esoteric doctrines via algorithmic processes, the spiritual exercise of bringing forward a business idea with purpose, and inner transformation for the sake of signalling authenticity. Promoting the esoteric paradigm that thought controls matter, "spiritual marketing" inadvertently relies on the appeasement of online marketing algorithms to attract more clients. |
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| ISSN: | 1743-1697 |
| Contains: | Enthalten in: Implicit religion
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| Persistent identifiers: | DOI: 10.1558/imre.27215 |
