Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2019 Annual Conference


The role of Content Marketing in the vehicle insurance industry
(A2019-8669)

Published: May 28, 2019

AUTHORS

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

KEYWORDS

Content Marketing; Firm-generated content; Social Media

ABSTRACT

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.