PROMOTING INSURANCE FOR WOMEN THROUGH SOCIAL NETWORKING SITES

N. ELANGOVAN^1
1Department of Management Studies, Christ University, Bangalore- 560 029, Karnataka, India.

Received : 13-10-2014     Accepted : 20-01-2015     Published : 24-01-2015
Volume : 6     Issue : 1       Pages : 244 - 251
Int J Econ Bus Model 6.1 (2015):244-251

Keywords : Attitude, Insurance, Marketing, Social Networking Sites, Women
Conflict of Interest : None declared

Women and men are equally bound to risk and require risk management. India even today is a patriarch society where men’s contribution to the society has been more. But with the recent developmental policies of the government and women’s education, women of India have started to ascertain their position in the country’s development. Women’s participation in workforce, their earnings, their contribution to the GDP of the country and decision-making capacity has made them more prominent. However, when it comes to insurance still men who is considered to be the head of the family (essentially need not be a breadwinner) is likely to hold an insurance where as women even when they are the breadwinner, lag in insurance coverage. Usage of internet and social networking among women is on the raise. With companies finding online presence and using social networking for marketing, this study proposes to investigate the influence of social networking sites (SNS) on women’s attitude towards Insurance. An online survey was conducted by posting the link of questionnaire in Facebook and other Social networking sites. 263 useful responses were received. The results showed that women who are active on networking sites are having insurance. Their attitude towards insurance is positive. However, relationship between SNS behaviour and insurance was not established. The article discusses on the outcome and provides suggestion on how to promote insurance to women in SNS.