Investigating the factors affecting the digital entrepreneurial marketing ecosystem in the insurance industry

Document Type : Original Article

Authors

1 Islamic Azad university

2 nima university

Abstract

The purpose of this study is to Investigating the factors affecting the digital entrepreneurial marketing ecosystem in the insurance industry (Case study: Tehran Province Insurance Company). In this regard, while reviewing the concepts of digital entrepreneurial marketing ecosystem and online insurance sales using structural equation modeling method, the model of digital entrepreneurial marketing ecosystem was presented. The statistical population of this study includes employees and customers of Tehran Insurance Company, whose number is unlimited and the sample size has been calculated using Morgan table equal to 384 people. A questionnaire was used to collect data in this study. Its validity was confirmed as content validity by experts and structure validity was confirmed by confirmatory factor analysis in SPSS and Smart-PLS۲ software and its reliability was confirmed using Cronbach's alpha coefficient. Has been. In order to analyze the data in this study, Kolmogorov-Smirnov test was used to test the normality and the path analysis test was used to confirm the hypotheses. The results showed that market-oriented, innovation-oriented, entrepreneurship-oriented and customer-centric components are effective components in the digital entrepreneurial marketing ecosystem for online insurance sales.

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History

  • Receive Date: 05 May 2023
  • Revise Date: 01 October 2023
  • Accept Date: 09 December 2023

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