Nopporn Bua-In
The focus of advertising and public relations in life insurance business on social platforms is growing using the innovation and technology to create effective communications with content marketing to emphasize creating more accessible business-to-customer relationship. It also creates competitive advantages and enhances business efficiency. The objective of this is to study the components of model of advertising creation on online marketing with content marketing in life insurance business that affects the organizational efficiency. The population used in the research was randomized from 500 mobile phone consumers in the provinces of the Eastern region by multistage sampling. The questionnaire was applied as the research tool. The statistics used to analyze the data were percentage, mean, and standard deviation. The constituent analysis was conducted with the confirmatory component analysis and the second corroborative component analysis. The analysis on the components of model of advertising creation on online marketing with content marketing in life insurance business consisted of 4 components; effective communication; content marketing, organizational efficiency, and building relationships with customers. The results of the first corroborative component analysis were correspondent with the empirical data (p=0.086, CMIN/DF=1.260, GFI=0.979, RMSEA=0.022). The component weights of 0.66-0.77 were available at the 0.01 statistical significance level. The second corroborative component analysis results were also correspondent with the empirical data (p=0.066, CMIN/DF=1.286, GFI=0.979, RMSEA=0.024). The component weights of 0.86-0.94 were statistically significant at the 0.01 level.