نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی
2 گروه مدیریت بازرگانی ، واحد زنجان ، دانشگاه آزاد اسلامی ، زنجان ، ایران
3 گروه مدیریت بازرگانی، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران
4 گروه مدیریت بازرگانی ، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران ، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
The aim of this study is to elucidate a paradigmatic model of "content-based digital marketing" within the life insurance industry. This research is applied in nature and employs a qualitative methodology based on the grounded theory approach. The statistical population consisted of marketing experts, senior IT managers, and insurance industry specialists; using purposive sampling, 18 semi-structured interviews were conducted until theoretical saturation was reached. Data analysis was performed using a three-stage coding process (open, axial, and selective) with MAXQDA21 software. The findings indicate that the core phenomenon of "digital marketing" emerges from the interaction of causal conditions (environmental factors, customer needs, knowledge-enhancement requirements, and marketing opportunities), contextual conditions (strategy, training, and information organization), and intervening factors (technology, financial budgets, and qualitative content characteristics). Regarding strategies, dynamic audience engagement, innovation in content formats, and benchmarking against leading global models play a pivotal role in converting audiences into customers. The model's results suggest that success in life insurance marketing in the digital age requires—beyond a mere online presence—a transition from traditional sales models to value-creating, education-oriented models. By presenting a comprehensive framework, this research offers operational strategies to enhance competitive advantage and increase the market share of insurance companies through the implementation of data-driven marketing models.
کلیدواژهها English
