Provide a Model for the Media to Influence the Spread of Life Insurance Culture

Purpose: This study has provided a model for the impact of mass media on the development of insurance culture. The insurance industry has a significant quantitative and qualitative growth and quickly has a high potential for economic growth and prosperity. However, companies They should take advantage of the opportunities available through the mass media to develop a culture of life insurance. Methodology: The research used in this article was qualitative using the data foundation approach. The statistical population of the research consists of life insurance managers of Iram Insurance Company. The researcher has obtained the required data for analysis by using theoretical sampling and conducting 15 interviews. Findings: After extracting the required data, the researcher presented his final model in the form of six main dimensions and eighteen sub-dimensions by analyzing the data and using open, axial and selective coding. Based on the results, it can be said that the development of life insurance in developed countries has had a significant impact on the development of insurance culture, which indicates the development of life insurance in the Iranian insurance industry. Conclusion: The findings of this study indicate that for the success of mass media on the development of insurance culture, managers should pay close attention to all categories and subcategories identified in this study and the necessary information about each of them. In addition, this study shows the need to pay attention to the impact of mass media on the spread of insurance culture. According to the results, the ability of mass media is very important in promoting the position of insurance culture in the minds of customers. Therefore, companies should address the weaknesses associated with accountability and strengthen the tendency to be responsive by regularly reviewing customer satisfaction and identifying current and future customer needs.