Designing a Digital Entrepreneurial Marketing Model for the Third Millennium Generation in the Insurance Industry
Keywords:
Entrepreneurial marketing, digital marketing, digital entrepreneurial marketing, third millennium generation, insurance industryAbstract
Objective: This study aims to design and explain a comprehensive digital entrepreneurial marketing model tailored to the characteristics of the third millennium generation in the insurance industry.
Methodology: This applied study adopts an exploratory mixed-methods design. In the qualitative phase, data were collected through semi-structured interviews with 19 academic experts and insurance industry specialists selected via snowball sampling, and analyzed using grounded theory through open, axial, and selective coding. In the quantitative phase, a 90-item questionnaire was developed based on the extracted concepts and categories, and the data were analyzed using structural equation modeling to test the proposed relationships.
Findings: Inferential results indicated that the proposed model demonstrated an acceptable overall fit and that all hypothesized paths were statistically significant. Causal conditions had a significant effect on the core category, which in turn significantly influenced strategic actions. Strategies, intervening conditions, and contextual factors showed significant effects on outcomes. Among the core dimensions, data utilization and analytics exhibited the highest path coefficient, followed by innovation in insurance products and digital communications.
Conclusion: The findings suggest that digital entrepreneurial marketing in the insurance industry is a multidimensional and systemic phenomenon whose effectiveness depends on the integration of product innovation, data-driven capabilities, and digital communications within dynamic technological, social, and economic contexts.
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Copyright (c) 2025 Elham Tajik Baghkhavas, Seyed Hossein Shakertaheri, Ali Esmaeilzadeh Maghari, Mohammad Reza Kabaranzadeh Ghadim (Author)
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