Volume 14, Issue 3 (2024)
ORMR 2024, 14(3): 73-92 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
mosadegh H, nazari M. Digital Marketing in the Insurance Industry. ORMR 2024; 14 (3) :73-92
URL: http://ormr.modares.ac.ir/article-28-67604-en.html
URL: http://ormr.modares.ac.ir/article-28-67604-en.html
1- Master of Science, Department of Management, Faculty of Management, University of Tehran, Tehran, Iran. , mosadegh_hamed@yahoo.com
2- Master of Science, Department of Management, Faculty of Management, University of Tehran, Tehran, Iran.
2- Master of Science, Department of Management, Faculty of Management, University of Tehran, Tehran, Iran.
Abstract: (21 Views)
Today, service industries have an basic and important role in economic development of countries. in this regard, the role and importance of insurance industry as a supporting industry is undeniable. on the other hand, increasing competition in the insurance industry has caused most managers of this industry to consider a solution for the permanent presence in business .there is no doubt that the insurance industry is backward from the perspective of technological innovations to other financial services such as banks and stock exchanges. accordingly, this study aimed to investigate the digital marketing in insurance industry (opportunities, challenges and solutions) .in order to achieve the main purpose of the study after doing ten interviews and reaching theoretical saturation, three stages of thematic analysis were used. at the first stage of open coding, all interviews were conducted and then open coding were carried out. so that the data collected in the interviews were written down on the paper, then by analyzing the line to the line and paragraph to the paragraph and paragraph to the paragraph of the existing texts and concepts were created. these concepts were adapted from the writings and in some cases the same way that in total, 49 primary codes were created out of ten interviews. then, due to the multiplicity of codes, all similar elements based on the conceptual and semantic similarity in their own group were classified into 37 sub categories. finally, eight major categories of digital marketing opportunities include customer relationship management, product introduction, cost management, marketing management, and four main categories in the challenges of digital marketing challenges, social factors, legal factors and marketing factors were created.
Article Type: Qualitative Research |
Subject:
Strategy and Management
Received: 2023/02/19 | Accepted: 2024/07/31 | Published: 2024/11/30
Received: 2023/02/19 | Accepted: 2024/07/31 | Published: 2024/11/30
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |