Social Media Operation Strategy of Insurance Companies

Junxi Wen ()
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Junxi Wen: University of International Business and Economics, School of Insurance

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 747-754 from Springer

Abstract: Abstract With the continuous improvement of Internet penetration in China, social media has become an important channel for insurance companies to expand their markets. This article analyzes the current operational status of insurance companies on social media and their significance for industry development. Consumer’s distrust of insurance companies is a key bottleneck restricting the development of the industry, and social media, with its dissemination, coverage, and real-time interactivity, provides an excellent platform for insurance companies to reshape their brand image and bring themselves closer to consumers. Combining information asymmetry theory and marketing theory, this paper explores the feasibility of insurance companies solving information asymmetry problems through social media operations. It proposes a matrix layout model of "official account science popularization+specialist services". By popularizing insurance knowledge, sharing industry information, and providing personalized services, aim to reduce consumers’ misunderstandings about insurance and enhance the brand’s professional image; At the same time, the focus of operations will shift towards brand image building, attracting consumer attention with vivid content such as hot topic interpretation and company culture display, changing the traditional sales image, and enhancing brand reputation and loyalty. Social media operations have become a key strategic measure for insurance companies to enhance market competitiveness and win consumer trust, helping to promote the industry towards a healthier and more sustainable development stage.

Keywords: Insurance Companies; Social Media; Information Asymmetry; Value Co Construction (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-888-2_72

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DOI: 10.2991/978-94-6463-888-2_72

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