Η συμπεριφορά του καταναλωτή στην χρήση social media marketing στον κλάδο ιδιωτικής ασφάλισης υγείας

Τόλιου, Ιωάννα

Consumer’s behavior towards social media marketing in private health insurance sector

Master Thesis

Author

Τόλιου, Ιωάννα

Date

2026

Abstract

The rapid penetration of social media into daily life has created new communication challenges and opportunities for the private health insurance sector, a field characterized by high complexity and uncertainty. This master's thesis examines consumer behavior regarding social media marketing by insurance companies, investigating the factors that shape attitudes, trust, and purchase intention. The research methodology employed a quantitative approach using a structured online questionnaire, distributed to a sample of 307 participants between March and June 2025. Data analysis was conducted using the R programming language and included descriptive statistics, reliability tests, Analysis of Variance (ANOVA), and the application of linear and logistic regression models. The findings highlight trust in official and professional information sources as the strongest predictor of positive attitudes toward advertisements, outweighing the influence of social sources. A significant finding is the documentation of "ad fatigue," as increased daily social media usage was found to be negatively correlated with ad acceptance. Furthermore, logistic regression revealed that consumers without private health insurance exhibit a more positive attitude toward relevant advertisements compared to those already insured, suggesting that digital marketing functions more effectively as a tool for acquiring new customers rather than retaining existing ones. In conclusion, it is recommended that insurance companies focus on building institutional credibility and avoiding aggressive advertising frequency.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

153

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/18987

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα