Investigating the effect of marketing on social networks with the mental image of customers of insurance companies in Kurdistan province

The concepts of mental image and marketing relationship are becoming more important for businesses and to some extent previous studies have examined the effect of service quality and brand image on consumer behavior, so the purpose of this study was to investigate the relationship between social marketing and image. It is the mentality of the customers of insurance companies in Kurdistan province.

The method of the present study is a survey and is applied in terms of purpose. The statistical population of this study included all insurance customers in Kurdistan province. By random sampling method, the sample size is 385 people. Spearman and Friedman correlation test and SPSS software were used to analyze the data to show the effect of each of the independent variables and whether their effect was real or not.

The results showed that there is a significant relationship between social marketing and customers' mental image. Also, among the three variables of social marketing affecting the mental image of insurance companies' customers, according to the respondents, communication programs with an average of 2.29 and behavior management programs with an average of 2.25 and symbolic programs with an average of 1.15 are ranked first, respectively. Up to the third.Originality/Value: The use of social networks in insurance companies to form the mental image of customers and thus increase the quality of services, increase profits and productivity is very effective and useful and the results of this study can be used by managers of insurance companies.