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Rahiminik, azam, Vahabi, Seyed Mehdi, Heydari, Seyed Abbas. (1403). Identifying the antecedents and consequences of digital content marketing in online insurance companies. سامانه مدیریت نشریات علمی, (), -. doi: 10.22054/dcm.2024.76048.1217
azam Rahiminik; Seyed Mehdi Vahabi; Seyed Abbas Heydari. "Identifying the antecedents and consequences of digital content marketing in online insurance companies". سامانه مدیریت نشریات علمی, , , 1403, -. doi: 10.22054/dcm.2024.76048.1217
Rahiminik, azam, Vahabi, Seyed Mehdi, Heydari, Seyed Abbas. (1403). 'Identifying the antecedents and consequences of digital content marketing in online insurance companies', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22054/dcm.2024.76048.1217
Rahiminik, azam, Vahabi, Seyed Mehdi, Heydari, Seyed Abbas. Identifying the antecedents and consequences of digital content marketing in online insurance companies. سامانه مدیریت نشریات علمی, 1403; (): -. doi: 10.22054/dcm.2024.76048.1217

Identifying the antecedents and consequences of digital content marketing in online insurance companies

International Journal of Digital Content Management
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 12 اردیبهشت 1403
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22054/dcm.2024.76048.1217
نویسندگان
azam Rahiminik* 1؛ Seyed Mehdi Vahabi2؛ Seyed Abbas Heydari2
1Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده
The aim of the research was to identify the antecedents and consequences of digital content marketing in online insurance companies. The present study has been conducted by adopting a mixed approach (qualitative and quantitative) and in an exploratory manner. In the qualitative part, thematic analysis technique has been used in the MAXQDA2020 software. The community of the qualitative department was the managers and experts of the sales and marketing department of the insurance industry (electronic and digitalized department). Based on targeted sampling, 10 people were considered as samples. Qualitative data was collected using semi-structured interviews. For the validity of the findings, Cohen's kappa index was 0.837, which is confirmed. Structural equation method is used in a small part. In the quantitative part of the research, the statistical population consisted of experts and managers of marketing units and assistants in the country's insurance industry in Tehran. Using Cochran's formula (for unlimited population), a sample of 384 people was extracted. Based on the codes of the qualitative part, a researcher-made questionnaire was formed. The data collected from the questionnaire were analyzed in AMOS 24 software. The results show that the antecedents of digital content marketing include the fundamental requirements of digital content marketing, requirements before the production of digital content, managerial/organizational requirements, and perceptual-cognitive antecedents of the audience and identified consequences including marketing consequences, financial consequences, and brand-related consequences. , the favorable consequences for the customer and the engagement of the audience with the content in the digital content marketing model.
کلیدواژه‌ها
digital content marketing؛ digital content marketing effectiveness؛ online insurance companies
آمار
تعداد مشاهده مقاله: 22


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