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EMAC 2019 Annual Conference

The role of Content Marketing in the vehicle insurance industry

Published: May 28, 2019


Thuso Gcabashe, University of Cape Town; Benedikt Hirschfelder, University of Cape Town


Content Marketing; Firm-generated content; Social Media


Marketing in the insurance industry is changing. There is a new perspective that emphasizes the importance of long-term relationships with consumers by placing them at the core of marketing strategies. Marketing strategies that shift towards the increased use of online and social media channels to provide consumers with valuable content and engage with them in a more personalized manner. This study proposes that Content Marketing as an emerging marketing trend, influences the vehicle insurance purchase decision-making process. In this matter, insurers utilize firm-generated content (FGC) as a trigger in order to drive positive consumer action. The results illustrate that FGC moderated by fear has an influence in the vehicle insurance purchase process. The findings can be used by insurers venturing into Content Marketing to formulate better online Content Marketing strategies.