The guru at your fingertips
An examination of spiritual leaders on social media
Bibliographic Data
| ID | 22334988 |
|---|---|
| Authors | Melissa Caicedo Farbman (0009-0006-5313-491X, Sofia University, corresponding author), Olivia Perriello Jenkins (0009-0007-8576-8092, Sofia University), Petra Parvati Meedt (0000-0001-6801-1636, Sofia University) |
| Year | 2025 |
| Pages | 1-15 |
| Publication date | 2025-09-29 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal for the Study of Spirituality (JOURNAL) |
| Journal identifiers | ISSN: 2044-0243 • E-ISSN: 2044-0251 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/20440243.2025.2552121 |
| OpenAlex | W7083694128 |
| Language | EN |
| References cited | 17 |
This study explored the rapidly evolving culture of a new generation of self-identified online gurus/spiritual leaders. They use social media to connect with their followers and share their content and services with a growing community of spiritual seekers. Using netnography, 15 social media profiles of spiritual leaders were analyzed regarding their online presentation, engagement style, general profile content, qualifications, and services offered. Trends in online spirituality were assessed from published content across three social media platforms: YouTube, Instagram, and TikTok. Findings revealed that followers may benefit from following online gurus, including validation and a sense of community. Findings also revealed potential dangers, including spiritual bypassing, cultural appropriation, and providing inaccurate or poorly researched information. It is evident that further research in this emerging field of online spiritual leadership is necessary to identify potential resources for mental health, enhance safety and mitigate harm in these informal, online spiritual groups
Christianity · Social media · Spirituality · Workplace Spirituality · Electrical and Electromagnetic Research · Geochemistry and Geologic Mapping · Geological Modeling and Analysis
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| Citation velocity | historical |
|---|---|
| Highly cited | No |