Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province
Purpose: The concepts of mental image and marketing relationships are becoming more critical for businesses. To some extent, previous studies have examined the effect of service quality and brand image on consumer behaviour, so this study aimed to investigate the relationship between social marketin...
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| Format: | Article |
| Language: | fas |
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Ayandegan Institute of Higher Education, Tonekabon,
2021-08-01
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| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
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| Online Access: | http://www.journal-imos.ir/article_132377_98bc19111197b01c2565d0c75444cfe2.pdf |
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| _version_ | 1832577848520474624 |
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| author | Hadi Hosein Panahi Heresh Soltanpanah |
| author_facet | Hadi Hosein Panahi Heresh Soltanpanah |
| author_sort | Hadi Hosein Panahi |
| collection | DOAJ |
| description | Purpose: The concepts of mental image and marketing relationships are becoming more critical for businesses. To some extent, previous studies have examined the effect of service quality and brand image on consumer behaviour, so this study aimed to investigate the relationship between social marketing and image. It is the mentality of the customers of insurance companies in Kurdistan province.Methodology: The method of the present study is a survey and is applied in terms of purpose. The statistical population of this study included all insurance customers in Kurdistan province. By random sampling method, the sample size is 385 people. Spearman and Friedman correlation test and SPSS software were used to analyze the data to show the effect of each independent variable and whether their effect was real.Findings: The results showed a significant relationship between social marketing and customers' mental image. Also, among the three variables of social marketing affecting the mental image of insurance companies' customers, according to the respondents, communication programs had an average of 2.29, behaviour management programs had an average of 2.25, and symbolic programs had an average of 1.15.Originality/Value: Using social networks in insurance companies to form the mental image of customers and thus increase the quality of services, profits, and productivity is very effective and valuable. Managers of insurance companies can use the results of this study. |
| format | Article |
| id | doaj-art-ecfda105902d459f9f69b254af5d66fd |
| institution | Kabale University |
| issn | 2783-1345 2717-4581 |
| language | fas |
| publishDate | 2021-08-01 |
| publisher | Ayandegan Institute of Higher Education, Tonekabon, |
| record_format | Article |
| series | مدیریت نوآوری و راهبردهای عملیاتی |
| spelling | doaj-art-ecfda105902d459f9f69b254af5d66fd2025-01-30T14:59:31ZfasAyandegan Institute of Higher Education, Tonekabon,مدیریت نوآوری و راهبردهای عملیاتی2783-13452717-45812021-08-012215316610.22105/imos.2021.287682.1100132377Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan provinceHadi Hosein Panahi0Heresh Soltanpanah1Department of Business Management, Islamic Azad University, Sanandaj, Iran.Department of Industrial Engineering, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.Purpose: The concepts of mental image and marketing relationships are becoming more critical for businesses. To some extent, previous studies have examined the effect of service quality and brand image on consumer behaviour, so this study aimed to investigate the relationship between social marketing and image. It is the mentality of the customers of insurance companies in Kurdistan province.Methodology: The method of the present study is a survey and is applied in terms of purpose. The statistical population of this study included all insurance customers in Kurdistan province. By random sampling method, the sample size is 385 people. Spearman and Friedman correlation test and SPSS software were used to analyze the data to show the effect of each independent variable and whether their effect was real.Findings: The results showed a significant relationship between social marketing and customers' mental image. Also, among the three variables of social marketing affecting the mental image of insurance companies' customers, according to the respondents, communication programs had an average of 2.29, behaviour management programs had an average of 2.25, and symbolic programs had an average of 1.15.Originality/Value: Using social networks in insurance companies to form the mental image of customers and thus increase the quality of services, profits, and productivity is very effective and valuable. Managers of insurance companies can use the results of this study.http://www.journal-imos.ir/article_132377_98bc19111197b01c2565d0c75444cfe2.pdfmarketingsocial mediamental imageinsurance companies |
| spellingShingle | Hadi Hosein Panahi Heresh Soltanpanah Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province مدیریت نوآوری و راهبردهای عملیاتی marketing social media mental image insurance companies |
| title | Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province |
| title_full | Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province |
| title_fullStr | Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province |
| title_full_unstemmed | Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province |
| title_short | Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province |
| title_sort | investigating the effect of marketing on social networks with the mental image of customers of insurance companies in kurdistan province |
| topic | marketing social media mental image insurance companies |
| url | http://www.journal-imos.ir/article_132377_98bc19111197b01c2565d0c75444cfe2.pdf |
| work_keys_str_mv | AT hadihoseinpanahi investigatingtheeffectofmarketingonsocialnetworkswiththementalimageofcustomersofinsurancecompaniesinkurdistanprovince AT hereshsoltanpanah investigatingtheeffectofmarketingonsocialnetworkswiththementalimageofcustomersofinsurancecompaniesinkurdistanprovince |