Customer engagement as a bridge between social media trust and perceived value in the Iraqi insurance sector

In the conditions of insufficient budgetary financing of the health care system and low quality of medical care in the state medical establishments of Ukraine, the importance of extra-budgetary sources of financing becomes increasingly relevant. One such source is voluntary health insurance. The aim of the paper is to compare the state and structure of medical financing in developed countries and in Ukraine, to study the global experience in the functioning of the voluntary health insurance market, and to calculate the potential capacity of the voluntary health insurance sector in Ukraine. For mathematical calculations, 20 absolute indicators of the state of the voluntary health insurance sector, as well as macroeconomic indicators, were used. The annual values of absolute indicators for the period 2010–2019 were used in forming the array of input data. Based on the experience of foreign countries, the paper substantiates the development of the voluntary health insurance in Ukraine as an extra-budgetary source of health care funding. The capacity of the voluntary health insurance sector was defined by the authors as the maximum possible amount of insurance premiums that insurers can receive in the process of selling voluntary health insurance products. The calculations made it possible to conclude that the voluntary health insurance market in Ukraine has the potential for development, as evidenced by the predominance of the potential capacity of the voluntary health insurance segment over its real indicator.

This bibliometric analysis aims to delineate the progression of research in the domain of digital marketing by examining 513 English-language articles published in Scopus during the period of 2003–2024. An examination of scholarly productivity indicates an upward trend, as evidenced by the increase in publications from one in 2003 to 115 in 2022 and citations from 79 in 2003 to 1131 in 2021, as determined by keyword, citation, and authorship analyses. A review of citation patterns reveals that publications with significant impact are primarily found in prestigious academic journals, such as Industrial Marketing Management and International Journal of Research in Marketing. Prominent contributors hail from Jordan, Finland, Spain, the United Arab Emirates, and Saudi Arabia; among other regions – the United States, the Middle East, Europe, and Asia. Keyword analysis revealed an emphasis on emerging technologies such as artificial intelligence and traditional digital marketing techniques (e.g., social media, content marketing, internet marketing). Co-occurrence theme analysis highlighted digital marketing strategy, digital marketing audiences, the digital transformation of business and marketing, and the acceleration of digital adoption as a result of COVID-19. Further areas of investigation encompass optimizing the utilization of emergent social media platforms, implementing virtual and augmented reality technologies to enhance the customer experience, and capitalizing on the potential of artificial intelligence and machine learning to augment the efficacy of digital marketing. By utilizing data-driven insights, this study offers guidance for curricular enhancements, scholarly agendas, and digital marketing practice.

Acknowledgment
The author thanks everyone who helped make this study possible, but especially those at the Ho Chi Minh University of Banking, Vietnam.

The article analyzes the regulatory framework in the insurance market in connection with the advent of Big Data, such as information collected from different sources that can be manipulated by new technologies. The use of Big Data offers significant opportunities to the insurance companies in terms of digitization of the distribution channels and greater knowledge of the customers, which is instrumental to a more effective identification of the individual’s risk profile, as well as improvement of the competitiveness. However, regulatory measures are needed for a proper use of Big Data in terms of respect of the individual privacy, potential discrimination and constraint on competition.