Abstract:
Social media's growing impact, driven by technology, is transforming global communication across industries. The insurance sector has adapted, using social platforms to connect with digitally savvy customers.
Understanding customer preferences in social media interactions is vital for building strong relationships. This research examines customer-insurer communication in Malaysia, focusing on social media engagement. Insurers utilize social media for advertising, data mining,
customer service, and perception analysis. The rise of fraud, like Malaysian car insurance scams, poses challenges. Recognizing fraud's effect on trust highlights the importance of effective communication strategies. This research main aim is to ssess whether customers want to communicate with insurers on social media, enhancing comprehension of this evolving landscape.
