Analyzing the Influential Factors of Social Media on Insurance Decision Making

Today, social media has greatly influenced the way we receive information and news. The search for information through social media by consumers has received more attentions than ever before. The purpose of this paper is to examine the factors influencing the purchasing decision-making process in the insurance industry. In this study, the quantitative method is used and the data is collected from 223 users who are members of the pages of fans of famous actors’ celebrities and athletes on social media. An online survey of users is conducted to examine the model, followed by at least one influential person. The collected data is analyzed using SPSS 23 and Smart PLS 3.0 statistical software. The results show the effect of influencers' posts, the effect of other people's posts, the effect of the company's own posts on the intention to search for information and the effect of perceived value, perceived usefulness, brand image of the company and awareness of sales plans / marketing campaign on the intention to buy fans have a positive effect in a community who is a fan of Facebook brand pages. The study also found that the search for information has a positive effect on consumer purchasing power. The findings of this study help to understand the importance of the selected factors in influencing the decision to buy consumers in the insurance industry.