Investigating the Impact of Digital Transformation on Market Share with the Mediating Role of Brand Value (Case Study of Alborz Insurance Company)

Despite the high importance of digital transformation in the brand value of companies and also creating a competitive advantage for them, this role has been largely neglected in the research literature as well as in the business environment of the country. It seems that the impact of digital transformation on various business dimensions of manufacturing and service companies is still unclear. Therefore, in this study, the impact of digital transformation on market share has been investigated by considering the mediating role of brand value. The present research is methodical-descriptive-correlational and in terms of purpose, is among the applied research. Also, from the perspective of data collection method, the present study has used a survey approach and the data were collected by a questionnaire. The statistical population of the study was all employees of Alborz Insurance Company in Tehran and Cochran's limited community formula was used to determine the sample size. Finally, the normality of the variables was checked by Kolmogorov-Smirnov test and factor analysis and structural equation modeling with partial least squares approach and SMART-PLS software were used to analyze the data. Results showed that brand value can play a mediating role in the impact of digital transformation on market share in the insurance industry.