THE IMPACT OF DIGITAL MARKETING ON ENHANCING FINANCIAL LITERACY AND COMMERCIAL PENSION INSURANCE PURCHASE DECISIONS AMONG CONSUMERS

Abstract

This study examines the effectiveness of digital marketing strategies in enhancing clients’ financial literacy and assesses their influence on consumers’ decisions regarding the purchase of commercial pension insurance. As digital technologies become increasingly integrated into everyday life, financial firms are leveraging digital marketing to improve consumer understanding of financial products and services. This research explores the role of online advertising, tailored content, and social networks as key mechanisms for enhancing consumers’ financial competence and awareness. Moreover, it underscores the significance of financial planning, particularly in preparation for retirement, by integrating these digital strategies into the broader discussion. The findings affirm the efficacy of digital advertising in delivering informative content effectively and highlight its relevance in fostering financial literacy and influencing insurance purchasing decisions among consumers. This study provides valuable insights for financial institutions seeking to refine their marketing communication strategies and emphasises the importance of incorporating educational content to enhance consumer engagement and decision-making.