Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value

Purpose -The main purpose of this study is to assess the effect of social media marketing strategy components on customer participation with organizations active in the Iranian insurance industry, taking into account the mediating role of value perceived by insurance service customers.Design/Methodology/Approach -This is an applied research study based on the objective and a descriptive survey.A questionnaire was used in the research to collect the research data among the customers of Iranian insurance companies.Fifteen insurance compa-Sažetak Svrha -Glavna svrha studije jest procijeniti učinak komponenata marketinške strategije društvenih medija na sudjelovanje korisnika u uslugama u iranskoj industriji osiguranja, a s obzirom na medijatorsku ulogu percipirane vrijednosti korisnika usluge osiguranja.Metodološki pristup -Radi se o primijenjenom, opisnom anketnom istraživanju.Za prikupljanje podataka korišten je anketni upitnik.Statistički skup istraživanja činila su aktivna poduzeća u iranskoj industriji osigura-