Journal of value creating in Business Management

Providing a customer participation model in insurance services on social media platforms

Document Type : Original Article (Qualitative)

Authors

mahnaz karimi 1
hasan esmail por 2
hamidreza saeidnia 3

1 phd Student, Business Management Department, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Department of Business Administration, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

10.22034/jvcbm.2025.445990.1327
Abstract
The aim of this study is to present a model of customer participation in insurance services in the context of social media. The research method is applied in terms of its purpose and qualitative in terms of its implementation method, based on the grounded data method. The statistical population of the study includes 8 insurance management experts. The sample size was carried out using the snowball sampling method. Semi-structured interviews were used to collect information. The grounded data technique and MAXQDA software were used to analyze the data. The research findings showed that the pivotal phenomenon is influenced by 13 indicators or causal factors, and 6 indicators or contextual factors and 10 intervening factors are able to affect customer participation in insurance services in the context of social media. In addition, the research results led to the identification of 6 different strategies that can be effective in achieving 6 different outcomes of customer participation in insurance services in the context of social media.

Keywords

Customer engagement
social media
value co-creation
active participation
customer retention
Subjects

  • Receive Date 26 February 2025
  • Revise Date 16 April 2025
  • Accept Date 28 April 2025

Home

Publication Ethics

Article Processing Charges

article submission

Contact Us

Journal Metrics