Agent Trustworthiness, Electronic Word of Mouth (eWoM) and Social Media Influencer Roles in Purchasing Insurance: A Conceptual Paper

Abstract

Agent trustworthiness, Electronic Word of Mouth (eWoM) and Social Media Influencer are among the latest marketing trending due to digitalization of businesses in the world. Agent trustworthiness plays significant role as communication and persuasion medium in convincing customer. Electronic word of mouth marketing can influence people in buying insurance products. This is due to most people are more likely to trust the opinions of people they known rather than advertising messages from outsider. Social media influencer plays vital role in promoting insurance products. As such, this paper aims to investigate the role of Agent trustworthiness, Electronic Word of Mouth (eWoM) and Social Media Influencer in purchasing insurance products among Malaysian customers.