Rapid Deployment and Operation of Faith-Based Digital Social Innovation

Lessons Learned from Indonesian Church Experience

Keywords: Church, Digital social innovation, Marketing tool


In April to June 2020, GBI Bethel Bandung launched #Beliiniaja program, Instagram-based marketing tool, as emergency response to mitigate devastative impacts of pandemic Covid-19 on the livelihood of its members. The program was quite successful. This paper translates and describes technical practice of how #Beliiniaja program that was deployed and operated with an objective to make it widely visible and draws public attention at large to make possible replications or further development. The study was conducted using the ethnography approach supported with data interview involving 30 business entities users of the organization. It was found that the church adopted the design thinking methodology with some innovative features. First, the very rapid two-step deployment and operation as compared to six-step conventional design thinking technique. Second, collaborative scrum like operation of social enterprise that made it inclusive and continuously adaptive while in operation. Third, establishment of a social enterprise based on a normally exclusive private owned digital marketing tool. It is concluded that churches and faith-based community in general could have potential capability as an agent of social digital innovations that its utilization should be encouraged for building community resilience against disasters as well as for helping improve the community members’ welfare.


Ajzen I., (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50 (2): 179-211. 10.1016/0749-5978(91)90020-T.
Baker C., Smith G. (2010). Spiritual, religious and social capital – Exploring their dimensions and their relationship with faith-based motivation and participation in UK civil society. Based on a paper presented at the BSA Sociology of Religion Group Conference, Edinburgh April 2010. https://gregsmith.synthasite.com/resources/-BAKERANDSMITH270810-1.pdf.
Bjogvinsson, E., Ehn, P., & Hillgren, P. A. (2012). Design Things and Design Thinking: Contemporary Participatory Design Challenges. Design Issues, 28(3), 101-116. https://doi.org/10.1162/DESI_a_00165.
Brackertz N. (2011). Social innovation: topic guide. Australian Policy Online no. 5. https://apo.org.au/node/27387.
Carvalho B.V.D., Henrique C., Mello C.H.P. (2011). Scrum agile product development method - literature review, analysis and classification. Product Management & Development, 9(1):39-49. http://dx.doi.org/10.4322/pmd.2011.005.
Centre for Research on the Epidemiology of Disasters (CRED). (2022) Disasters in numbers 2021. https://www.cred.be/disasters-numbers-2021.
Cunha J., Benneworth P., Oliveira P. (2015). Social entrepreneurship and social innovation: A conceptual distinction. In Farinha LMC, Ferreira JJM, Smith HL, Bagchi-Sen S (Eds.), Handbook of research on global competitive advantage through innovation and entrepreneurship:616-639.
Enberg J. (2020). Global Instagram users 2020. https://www.insiderintelligence.com/content/global-instagram-users-2020.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Florida, R. (2003). Cities and the Creative Class. City & Community, 2(1), 3–19. https://doi.org/10.1111/1540-6040.00034
Fusch P.I., Fusch G.E., Ness L.R. (2017). How to conduct a mini-ethnographic case study: A Guide for novice Researchers. The Qualitative Report, 22(3):923-941. https://doi.org/10.46743/2160-3715/2017.2580.
Gibbons S. (2016). Design thinking 101. Nielsen Norman Group. https://www.nngroup.com/articles/design-thinking/.
Gollwitzer, P. M. (1993). Goal achievement: The role of intentions. In
W. Stroebe & M. Hewstone (Eds.), European Review of Social Psychology, (4):141-185. Chichester, UK: Wiley.
Gollwitzer, P. M. (1996). The volitional benefits of planning. In P. M.
Gollwitzer & J. A. Bargh (Eds.), The psychology of action: Linking cog-
nition and motivation to behavior, 287-312. New York: Guilford.
Gollwitzer, P.M. (1999). Implementation Intentions: Strong Effects of Simple Plans. American Psychologist,54(7): 493-503. 10.1037/0003-066X.54.7.493
Hanifan, Lyda J. (1916) The Rural School Community Center, Annals of the American Academy of Political and Social Science, 67, pp. 130-8.
Hanindharputri M.A., Putra I.K.A.M. (2019). The role of influencers in strategies to increase promotion of a brand. National Seminar Sandykala, (1):335–343. https://eproceeding.isi-dps.ac.id/index.php/sandyakala/article/view/73.
Hendriyani., Jane J., Ceng L., Utami N., Priskilla R., Anggita S. (2013). Online consumer behavior: Confirming the AISAS model on Twitter users. International Conference on Social and Political Sciences (ICSPS). http://icsps2013.blogspot.com/2013_02_01_archive.html.
Higginbottom G.M.A., Pillay J.J., Boadu N.Y. (2013). Guidance on performing focused ethnographies with an emphasis on healthcare research. The Qualitative Report, 18(9):1-6. https://doi.org/10.46743/2160-3715/2013.1550.
Hodgson, G. M. (2014). What is capital? Economists and sociologists have changed its meaning: should it be changed back?. Cambridge Journal of Economics, 38(5): 1063–1086. http://www.jstor.org/stable/24695057.
Hooft, Edwin & Born, Marise & Taris, Toon & Flier, Henk & Blonk, Roland. (2004). Bridging the gap between intentions and behavior: Implementation intentions, action control, and procrastination. Journal of Vocational Behavior, 66(2): 238-256. 10.1016/j.jvb.2004.10.003.
Howaldt, J., Butzin, A., Domanski, D., & Kaletka, C. (2014). Theoretical Approaches to Social Innovation - A Critical Literature Review. A deliverable of the project: ‘Social Innovation: Driving Force of Social Change’ (SI-DRIVE). Dortmund: Sozialforschungsstelle.
Johansson-Sköldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design thinking: past, present and possible future. Creativity and Innovation Management, 22(2), 121-146.
Nova N. (2014). Beyond design ethnography: How designers practice ethnographic research. SHS Publishing.
Pangestu I.R. (2021). A complete guide for increasing sales on Instagram. https://kontento.id/insight/meningkatkan-penjualan-di-instagram/#.Y8CkN3ZBzrd
Ponirah A. (2020). Influencer marketing as a marketing strategy. Journal of Economicate Studies, 4(1):11–16. https://doi.org/10.32506/joes.v4i1.649.
Prestwich A., & Sheeran P., & Webb T., & Gollwitzer P. (2015). Implementation Intentions. In book: Predicting and Changing Health Behaviour (pp.321-357), Edition: 3. Publisher: McGraw-Hill. Editors: Mark Conner, Paul Norman
Qureshi I., Pan S.L., Zheng Y. (2021). Digital social innovation: An overview and research framework. Information Systems Journal 31(5):647-671.
Riyantyo A.D. (2021). Hootsuite (we are social): Indonesian digital report. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2021/.
Roper J.M., Shapira J. (2000). Ethnography in nursing research. SAGE Publications, Inc. https://dx.doi.org/10.4135/9781483328294.
Sheeran, Paschal & Webb T., & Gollwitzer, Peter. (2005). The Interplay Between Goal Intentions and Implementation Intentions. Personality & Social Psychology Bulletin. 31(1): 87-98. DOI:10.1177/0146167204271308.
Southern M.G. (2019). Instagram stories are viewed by 500 million users per day. https://www.searchenginejournal.com/instagram-stories-are-viewed-by-500-million-users-per-day/290813/.
Sugiyama K., Tim A. (2011). The Dentsu way. New York: McGraw-Hill.
Westley, F., & Antadze, N. (2010). Making a difference: Strategies for scaling social innovation for greater impact. Innovation Journal, 15(2): 1–19.
How to Cite
Abraham, J. E., & Simatupang, P. (2023). Rapid Deployment and Operation of Faith-Based Digital Social Innovation: Lessons Learned from Indonesian Church Experience. Asian Journal of Management, Entrepreneurship and Social Science, 3(01), 382-404. Retrieved from https://ajmesc.com/index.php/ajmesc/article/view/268