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The role of content marketing on the vehicle insurance industry
Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive,...
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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Marketing
2021
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| _version_ | 1867611312653074432 |
|---|---|
| access_status_str | Open Access |
| author | Gcabashe, Thuso |
| author2 | Pillay, Pragasen |
| author_browse | Gcabashe, Thuso Pillay, Pragasen |
| author_facet | Pillay, Pragasen Gcabashe, Thuso |
| author_sort | Gcabashe, Thuso |
| collection | Thesis |
| description | Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objective of this study is to analyse Content Marketing, and explore its application in the vehicle insurance industry in South Africa. This study proposes that Content Marketing, as a marketing trend, impacts the vehicle insurance purchase decision-making process. More precisely, in the South African context, vehicle insurers already make use of firm-generated content (FGC), using an emotional trigger to encourage consumers to purchase insurance. Using a questionnaire, data was collected from 192 insurance consumers residing in South Africa. The study tested ten hypotheses using PLS- SEM and the data was analysed using SmartPLS software. The results indicate that eight of the ten hypotheses are supported. The results also demonstrated that FGC, moderated by the emotional trigger ‘fear', has an impact on the vehicle insurance purchase process. Furthermore, consumers are more receptive to marketing communication through storytelling. Due to the shift from traditional marketing, the ability for organisations to communicate something valuable to consumers presents an opportunity to create a strong brand positioning. MiWay's “Your silence is our signal” online video served as the research object and was used as a practical example for the research participants, exposing them to insurance FGC. Therefore, it is imperative for marketing practitioners to adopt a marketing approach that underlines the importance of content generation and communication that is in line with the organisations overall brand positioning. They need to modify their marketing strategies to incorporate online and social media platforms in order to distribute online content that is both beneficial and relevant to consumers. Based on the insights generated from this study, the research aims to amplify existing scientific literature relating to Content Marketing and to contribute knowledge in the clarification of Content Marketing in the body of knowledge. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/32704 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | Marketing |
| publisherStr | Marketing |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/32704 The role of content marketing on the vehicle insurance industry Gcabashe, Thuso Pillay, Pragasen Hirschfelder, Benedikt Marketing Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objective of this study is to analyse Content Marketing, and explore its application in the vehicle insurance industry in South Africa. This study proposes that Content Marketing, as a marketing trend, impacts the vehicle insurance purchase decision-making process. More precisely, in the South African context, vehicle insurers already make use of firm-generated content (FGC), using an emotional trigger to encourage consumers to purchase insurance. Using a questionnaire, data was collected from 192 insurance consumers residing in South Africa. The study tested ten hypotheses using PLS- SEM and the data was analysed using SmartPLS software. The results indicate that eight of the ten hypotheses are supported. The results also demonstrated that FGC, moderated by the emotional trigger ‘fear', has an impact on the vehicle insurance purchase process. Furthermore, consumers are more receptive to marketing communication through storytelling. Due to the shift from traditional marketing, the ability for organisations to communicate something valuable to consumers presents an opportunity to create a strong brand positioning. MiWay's “Your silence is our signal” online video served as the research object and was used as a practical example for the research participants, exposing them to insurance FGC. Therefore, it is imperative for marketing practitioners to adopt a marketing approach that underlines the importance of content generation and communication that is in line with the organisations overall brand positioning. They need to modify their marketing strategies to incorporate online and social media platforms in order to distribute online content that is both beneficial and relevant to consumers. Based on the insights generated from this study, the research aims to amplify existing scientific literature relating to Content Marketing and to contribute knowledge in the clarification of Content Marketing in the body of knowledge. 2021-01-27T06:58:57Z 2021-01-27T06:58:57Z 2020 2021-01-26T07:41:28Z Master Thesis Masters MCom http://hdl.handle.net/11427/32704 eng application/pdf Marketing Faculty of Commerce |
| spellingShingle | Marketing Gcabashe, Thuso The role of content marketing on the vehicle insurance industry |
| thesis_degree_str | Master's |
| title | The role of content marketing on the vehicle insurance industry |
| title_full | The role of content marketing on the vehicle insurance industry |
| title_fullStr | The role of content marketing on the vehicle insurance industry |
| title_full_unstemmed | The role of content marketing on the vehicle insurance industry |
| title_short | The role of content marketing on the vehicle insurance industry |
| title_sort | role of content marketing on the vehicle insurance industry |
| topic | Marketing |
| url | http://hdl.handle.net/11427/32704 |
| work_keys_str_mv | AT gcabashethuso theroleofcontentmarketingonthevehicleinsuranceindustry AT gcabashethuso roleofcontentmarketingonthevehicleinsuranceindustry |