CONTENT MARKETING STRATEGIES OF LIFE INSURANCE BUSINESSES ON SOCIAL MEDIA TO BUILD BRAND AWARENESS AND ENGAGEMENT AMONG PRIVATE COMPANY EMPLOYEES IN THE BANG RAK DISTRICT

Abstract

This study aims to 1) examine the perception of content marketing in the life insurance business on social media among private company employees in the Bang Rak district, 2) investigate their engagement with content marketing in the life insurance business on social media, and 3) propose content marketing strategies to enhance brand awareness and engagement in this target group. Data were collected through a questionnaire distributed to 400 private company employees aged 21-59 years in the Bang Rak area. The statistical methods employed included frequency, percentage, mean, standard deviation. The findings revealed that: 1) the overall level of perception toward content marketing in the life insurance business on social media was very high, 2) the level of engagement with such content was also high, and 3) short-term content marketing strategies should focus on emotional resonance and brand connection through short videos and interactive content on popular platforms to stimulate engagement and build foundational relationships. Long-term strategies should aim to establish a credible brand image by offering valuable content such as financial knowledge, health information, and inspiration—through continuous communication, collaboration with trustworthy influencers, and integration of online and offline efforts to foster sustainable relationships and influence future purchase decisions.