Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry

Hoseini, Seyed Rasoul; Moghaddas Shargh, Ammar; Salari, Tooktam; Banimahd Rankouei, Mohammad Mahdi

doi:10.22054/dcm.2022.69753.1151

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اخذ رتبه توسط نشریه پژوهش‌های رهبری آموزش از وزارت علوم، تحقیقات و فناوری

اخذ رتبه «الف» توسط نشریه پژوهشنامه معارف قرآنی از وزرات علوم، تحقیقات و فناوری

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	Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry
International Journal of Digital Content Management
دوره 4، شماره 7، مهر 2023، صفحه 435-464 اصل مقاله (366.2 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22054/dcm.2022.69753.1151
نویسندگان
Seyed Rasoul Hoseini^* ¹؛ Ammar Moghaddas Shargh²؛ Tooktam Salari³؛ Mohammad Mahdi Banimahd Rankouei²
¹Ph.D, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarieh, Iran
²Msc in Department of Management, Faculty of Humanities, Khorasan Razavi branch, Islamic Azad University, Neishabour, Iran
³Assistant Professor, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
چکیده
Purpose: Dynamic features of the market, increased competition, and globalization are primary requirements of active participation in new markets. These days, only companies which benefit from digital agility and function fast, as well as flexibly, can grow and expand their market. The present study aimed to design and illustrate a model of agile digital marketing capabilities in the insurance industry in Iran. Methodology: The present study is aimed at presenting a model of agile digital marketing capabilities in insurance industry by using semi-structured interviews. By nature the study is exploratory and qualitative; concerning research objective it is an applied study; it is, also, a descriptive survey study in terms of data collection. The population includes all senior managers of insurance firms and decision-makers in digital marketing of insurance industry. Accordingly, the sample includes 42 participants with required subject-matter experience and skill and expertise. By means of qualitative research methods in marketing, and the real-world data-based grounded theory (GT) systematic paradigm, the study tried to present a theoretical model. Findings: Based on the interview data and following the grounded theory approach, 246 open codes and 41 themes were identified regarding the agile digital marketing capabilities in the insurance industry. In this research, the main categories are Flexibility, Prediction and accountability-prevention, Quality, Reconfiguration, Functional mutual cooperation, Convenience and reaction speed, Perception, Trust and safety, Integrity of skills and performance, the ability of technical integration, the ability of organizational integration. In addition to the central dimension, five other components (Casual factors, Contextual factors, Intervening factors, Strategies, and Consequences) were identified. Discussion and Conclusion: The final result of the study is a relatively comprehensive and complete paradigm based on the requirements and characteristics of the insurance industry. The present study aims to expand theoretical foundations and the existing literature on digital agile marketing through an applied and appropriate model, whereas previous researches are focused on speed and accuracy, or on organizational structure, culture, manpower, information equipment, technology, and process, or on reaction speed, flexibility, and responsiveness. Also, the importance of channels, social media, digital communication, digital technology in digital marketing, and social networks, as well as the special value of the brand , are common knowledge. Studies, also, allude to team-making and management support, and culture . Also, in some cases, adaptability to changeable conditions, cooperative approach, integrative workplace, innovation speed, concentration on prediction, and monitoring market needs were attested in previous literature
کلیدواژه‌ها
Agile Marketing؛ Digital Marketing؛ Grounded Theory؛ Insurance Industry؛ Marketing

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Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry