Abstract
This study analyzed the digital communication strategy of the “Casa de Luz”, a local church in Lima, Peru, during the COVID-19 pandemic using a mixed-methods design. From February 2020 to November 2021, 470 posts from the church's Facebook (287) and Instagram (183) accounts were examined through virtual ethnography and content analysis. Additionally, two in-depth interviews with congregation leaders and three focus groups with different age groups (totaling 18 participants from a congregation of 187 members) were conducted. The results showed a significant shift in the church’s digital content, including increased live broadcasts and the introduction of Instagram reels, which enhanced engagement. Motivational content, especially financial and health testimonies, saw a notable rise. The church effectively adapted to digital platforms, fostering a supportive online community and continuing its mission despite the pandemic's challenges. This approach demonstrated the church’s resilience and ability to maintain and expand its community through innovative digital strategies.
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