A Comparative Effect of Digital Marketing and Traditional Marketing On Iranian Insurance Industry (Case Study: Saman Insurance)
- سال انتشار: 1400
- محل انتشار: بیست و هشتمین همایش بیمه و توسعه
- کد COI اختصاصی: INSDEV28_084
- زبان مقاله: انگلیسی
- تعداد مشاهده: 279
نویسندگان
M.A. in Markting management
M.A. in TEFL
چکیده
Purpose - The purpose of this study was to investigate the effectiveness and efficiency of digital marketing over traditional marketing on Iranian insurance industry and analyze whether there is an impact on enterprise sales. Design/methodology/approach - the methodology used in this paper was based on statistical primary data analysis procedure that was gathered through structured questionnaires, and a group of ۳۸۴ customers within the range of ۲۰ to ۵۱ years old having insurance policies at Saman Insurance Company participated in this study. Findings - After gathering the required data, these associations supported the theory that there was a significant difference between Digital and Traditional Marketing and how digital marketing is the best strategy for enhancing sales and reaching more customers in insurance industry Research limitations/implications - The limitations of this research is that the sample may not be representative of all insurance companies who perform digital marketing for their businesses. Therefore, future research is needed to determine if further motivations to conduct digital marketing exist and whether other samples produce the same interpretations.Originality/value - this is one of a kind studies, as there has been no such research done specifically aiming at insurance industry. The findings will help the insurer explore and enhance their digital presence by suggesting the appropriate marketing approaches and can be used as a good source for further exploring the perspective of digitalization in similar businesses.کلیدواژه ها
Insurance, Digital Marketing, Traditional Marketing, Customers.مقالات مرتبط جدید
اطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.