Fostering Authentic Beliefs in selected Spiritual Attributes: Insights from Temple Devotees

Abstract

The primary aim of our research is to highlight the importance of transparently and consciously fostering authentic beliefs about spiritual services, products, or brands to benefit end-users. Spiritual marketing is still in its infancy. This research identified key variables through a literature review and in-depth interviews with priests, temple administrators, subject experts, and selected devotees. A questionnaire was subsequently developed, and an initial study with 35 samples was conducted to ensure reliability and validity, measured using Cronbach's alpha. Data was collected from devotees visiting Lord Venkateshwara Temple, Durga Mata Temple, and Mallikarjuna Swamy Temple, utilizing random sampling to achieve a final sample size of 138.  The gathered data was examined employing diverse statistical techniques, such as sample-independent t-tests, correlation analysis, ANOVA, and MANCOVA. Data were evaluated via Structural Equation Modeling. The program employed for structured analysis is AMOS version 23, whereas SPSS version 25 is utilized for descriptive research. Regression analysis determined that these authentic beliefs have a significant impact on selected spiritual attributes. The results indicated that genuine belief and chosen spiritual infrastructure, services, and motivation significantly influence the total spiritual experiences of followers, implying that additional elements may play a more crucial role in shaping their religious engagement.