Use of social networks in selected commercial insurance companies in Slovakia

The presented scientific article deals in detail with the issue of strategic online networks with a specific focus on the analysis and evaluation of the use of social media in the environment of five selected commercial insurance companies operating on the Slovak insurance market. In the current technologically advanced and modern world, social networks play an irreplaceable role in the everyday lives of individuals, representing a key means of communication, sharing knowledge, information and visual content with a mass audience. The main objective of the article is to examine the effectiveness of digital activities of these institutions in the context of their business plans, which define strategies for the acquisition and retention of clients in the online space. The practical part of the study is based on our own quantitative survey conducted on a sample of 500 respondents, which we consider statistically relevant and sufficient given the set goals. Advanced statistical tools were used to compare the implementation of marketing activities and to analyze the relationships between variables in more depth, namely the calculation of gamma coefficients and correspondence analysis. These methods allowed us to identify key connections between the presentation of insurance companies and the perception of their brand by consumers. The article then evaluates how potential customers currently reflect the activities of insurance companies on social networks and to what extent these interactions determine their final decision-making when choosing a specific insurance product or provider. In the final part, the author synthesizes the acquired knowledge and formulates targeted recommendations for the management of insurance entities. These proposals are aimed at optimizing online communication strategies so that they better meet the dynamic needs of the modern market and increase the competitiveness of insurance companies in the digital ecosystem.