Identifying the Dimensions of Digital Marketing of Electronic Businesses of the Insurance ‎Industry in Iran

E-businesses are expanding in the society. The insurance industry should increase its information in the field of digital marketing of E-businesses. The present study aims to identify the dimensions of digital marketing of E-businesses in Iran's insurance industry. This research is applied and descriptive survey in terms of purpose and method. The statistical population in the factor analysis section includes insurance industry experts across the country and the AHP section includes experts in this industry. In the factor analysis section, 384 samples were selected by using the simple sampling method, and in the AHP section, 10 experts were selected as the sample. The tool of the field study is a questionnaire. To check the validity of the questionnaire, the content, and its reliability, Cronbach's Alpha was used. In the present research, first, digital marketing indicators of E-businesses of the insurance industry have been extracted from the literature review. Then, to identify the digital marketing dimensions of E-businesses in the insurance industry, the exploratory factor analysis method was used. The confirmatory factor analysis method was used to confirm the identified dimensions and the AHP technique was used to rank them. The identified dimensions include the organization's digital organization, marketing research, and customer-related factors. The results of the AHP technique showed that SMS advertising, environmental advertising, and customer communication have been the top three indicators.