Volume 1, Issue 3 (2011)
ORMR 2011, 1(3): 55-79 |
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Conceptualization of Entrepreneurial Promotion Functions Based on Buzz Marketing in Universal Life Insurance Sale. ORMR 2011; 1 (3) :55-79
URL: http://ormr.modares.ac.ir/article-28-1505-en.html
URL: http://ormr.modares.ac.ir/article-28-1505-en.html
Abstract: (11771 Views)
Entrepreneurial Promotion is one of the functions of entrepreneurial marketing in introducing and promoting products based on cheap and creative methods. Buzz Marketing has an important position in entrepreneurial promotion. The purpose of this study is to identify and conceptualize the functions of Buzz Marketing in insurance industry and specifically Universal Life Insurance. Analysis of deep interview sessions with 20 Relation Public and/or Life Insurance managers of 12 private insurance companies through qualitative content analysis of elements indicate that Buzz Marketing in Universal Life Insurance is made up of 5 elements,7 sub-elements and 22 items. These elements include Interpersonal Communication, Newsworthiness, Stickiness, Exponential Spreading, No Total Control that has varied meanings in different companies.
Keywords: "Entrepreneurial Promotion", "Buzz Marketing", "Universal Life Insurance", "Insurance Sale", "Conceptualization"
Received: 2011/09/4 | Accepted: 2011/10/23 | Published: 2011/12/11
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