Social Media Narrative In Life Insurance Purchase Intention: The Moderating Role Of Cognitive Response And Affective Response

Abstract

The purpose of this study is to examine the impact of transportability on Purchase Intention  intention related to Life Insurance industry. Data analyses is based on responses from 400 users who responded to an questionnaire after watching Social media Narrative. The con- ceptual model was evaluated on SPSS –AMOS for SEM approach. Results indicate the impact of transportability on purchase intention with mediating impact of narrative engagement and narrative persuasion. Empirical evidence supports the moderating role of Cognitive and Affective Response.

KEYWORDS Purchase Intention, Narrative engagement, Narrative persuasion Social media narrative, Cognitive Response and Affective