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Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value

Author

Listed:
  • Ardeshir Bazrkar

    (Islamic Azad University, Department of Industrial Management)

  • Mohammad Hajimohammadi

    (Islamic Azad University, Department of Public Management)

  • Erfan Aramoon

    (Islamic Azad University, Department of Industrial Engineering)

  • Vahid Aramoon

    (Islamic Azad University, Department of Industrial Management)

Abstract

Purpose – The main purpose of this study is to assess the effect of social media marketing strategy components on customer participation with organizations active in the Iranian insurance industry, taking into account the mediating role of value perceived by insurance service customers. Design/Methodology/Approach – This is an applied research study based on the objective and a descriptive survey. A questionnaire was used in the research to collect the research data among the customers of Iranian insurance companies. Fifteen insurance companies were randomly selected for the sample using the simple random sampling method. The respondents to the questionnaires were identified using a judgmental method. Findings and implications – The results of this study show that social media marketing strategy has a positive and significant effect on customer participation intention. The results also indicated that the perceived value of customers in the insurance industry plays a mediating role in the relationship between the social media marketing strategy and customer participation intention. Companies working in the insurance industry as well as other service-providing organizations can apply the findings of this research to enhance the level of participation of their customers and improve the performance of social media marketing in attracting customers. Limitations – Since this is an exploratory study, the research findings are limited to the specific sample, and thus, the results may change in the case of changes in the sample size. Also, different opinions about the research topic among members of the sample population can affect the research results to a certain extent. Originality – Proper analysis of the impact of social media marketing strategies on customer participation intention, and attention to the perceived value of customers when receiving insurance services, is crucial in improving the performance of insurance companies. This is the first time that research on the Iranian insurance industry was conducted for this purpose and the results can be very effective.

Suggested Citation

  • Ardeshir Bazrkar & Mohammad Hajimohammadi & Erfan Aramoon & Vahid Aramoon, 2021. "Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 41-58.
    • Handle: RePEc:zag:market:v:33:y:2021:i:1:p:41-58
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    References listed on IDEAS

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    2. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    3. Rishaa Abdulaziz Alnajim & Bahjat Fakieh, 2023. "A Tourist-Based Framework for Developing Digital Marketing for Small and Medium-Sized Enterprises in the Tourism Sector in Saudi Arabia," Data, MDPI, vol. 8(12), pages 1-33, November.

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