{"title":"Analysis of Social Media Usage and Relationship to Profit Margin among Insurance Companies","authors":"K. Smith, L. Smith","doi":"10.1080/15332969.2021.1948488","DOIUrl":null,"url":null,"abstract":"Abstract Relationship marketing uses a strong relationship between seller and customer to offset limitations of selling an intangible service, such as insurance. Social media can facilitate interactions between agent and customer, thus strengthening the relationship. Customers willingly connect with companies via social media. This article examines the social media platforms’ usage of insurance companies. Findings show Facebook, Twitter, and LinkedIn to be most commonly used. Differences in social media usage were found between companies selling life and health insurance and those selling property and casualty insurance. Companies highly involved in social media possess higher profit margins than companies with low involvement.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"42 1","pages":"108 - 123"},"PeriodicalIF":0.0000,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332969.2021.1948488","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2021.1948488","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 2
Abstract
Abstract Relationship marketing uses a strong relationship between seller and customer to offset limitations of selling an intangible service, such as insurance. Social media can facilitate interactions between agent and customer, thus strengthening the relationship. Customers willingly connect with companies via social media. This article examines the social media platforms’ usage of insurance companies. Findings show Facebook, Twitter, and LinkedIn to be most commonly used. Differences in social media usage were found between companies selling life and health insurance and those selling property and casualty insurance. Companies highly involved in social media possess higher profit margins than companies with low involvement.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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