Objective: The aim of this study is to examine the process of commodification of objects that are not inherently commercial and initially have spiritual value and a connection to the sacred. This research particularly focuses on the sale of blessed products of the Astan Quds Razavi on Instagram to determine how these objects are offered in the consumer market and treated as commodities.
Research Methodology: This research employs qualitative content analysis. Data was collected from the sales pages of blessed products of the Astan Quds Razavi on Instagram and analyzed to examine the commodification process of these objects.
Findings: The results of qualitative content analysis showed that the process of commodification has occurred for the blessed products of the Astan Quds Razavi. These findings indicate that these objects, by accepting the market structure, have become commodities that can create identity, establish spiritual connection with individuals, evoke past experiences, serve as a sign of loyalty, and create value for people.
Discussion and Conclusion: The present study shows that blessed objects with spiritual value can be transformed into market commodities in the process of commodification, which in addition to economic value, also have various identity and spiritual dimensions. These results can contribute to a better understanding of the interaction between religion and the consumer market and clarify the related theoretical and practical challenges.