Effectiveness Of Indian Insurtech Firms' Marketing Videos

Abstract

With a focus on quality, relevance, language clarity, presentation style, and watch time, this quantitative study evaluated the efficacy of marketing films produced by Indian insurtech companies on social media platforms. Purposive sampling technique was adapted and a sample of ninety postgraduate students pursuing business administration was participated in the research and self-structured questionnaire used as data collection tool. The marketing videos used by Indian insurtech firms substantially fulfilled quality and relevance criteria, had clear language, captivated viewers with captivating presentation styles, and kept watch times that were appropriate, according to the results of one-sample t-tests and multiple linear regression analyses. It has been discovered that these elements taken together affect consumers' propensity to buy. The results highlight how crucial clear communication, interesting presentation, high-quality information, and the right amount of video length are to the success of insurtech marketing.