IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMERS IN INSURANCE INDUSTRY

Abstract

This research investigates how age and gender affect the use of social media and reactions to insurance ads on social media. There were 302 participants whose data were gathered and were analyzed using Chi-Square and Kruskal-Wallis tests. Results indicated that gender has a significant impact on social media use, where men are likely to be low or heavy users, and women are more moderate. Nevertheless, gender did not have any significant influence on attention to insurance advertisement. Age, however, was found to have a significant relationship with both attention and perceived effect, with the 16–25 years paying greater attention, and the 26–35 years perceiving greater impact. Males also rated higher perceived impact compared to females. This study contributes to a gap in current market research by offering quantifiable insights into how various demographic segments interact with insurance advertising on social media, a previously under-emphasized field of study. The implications of these results are that insurance advertisers should segment by age group, especially focusing on young adults, and take gender-specific engagement into consideration. The study as a whole demonstrates the relevance of demographic-guided digital marketing to the insurance industry.