INFLUENCER MARKETING STRATEGIES TO ENHANCE AWARENESS AND TRUST IN THE LIFE INSURANCE BUSINESS IN THE DIGITAL AGE
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Abstract
This article aims to analyze the use of influencer marketing strategies in building brand awareness and consumer trust in the life insurance business in the digital age. It focuses on selecting Micro Influencers with specialized knowledge particularly in finance and life planning and designing content tailored to consumer behavior across digital platforms such as Facebook, Instagram, YouTube, and TikTok. The study also highlights the integration of digital technologies, including artificial intelligence (AI) and augmented reality (AR), to enhance customer experience and improve credibility in life insurance communication. The findings suggest that effective influencer marketing strategies should combine macro-level influencers to generate broad awareness with micro- and nano-level influencers to deliver in-depth content and build emotional connections. The article introduces the concept of a Multi-Tier Influencer Strategy and recommends performance evaluation through key digital metrics such as engagement rate and conversion rate. This research provides a practical strategic framework that can be applied by life insurance businesses in Thailand to strengthen competitiveness and build long-term consumer trust in the digital era.
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