A study of effect of advertising and brandbuilding through social media on consumers' perception towards health insurance services

Social media advertisement and branding are sometimes used interchangeably; the purpose of this research paper is to know the effect of social media advertisement on consumer's perception towards health insurance services. The literature on both concepts and correlates them in technical terminologies. We have studied the literature available on Social media first and identified the basic functionalities of it. Then the literature available on social media advertisement helped us in identifying the consumers buying behavior through social media branding. Now a day's everyone wants to protect their family members by purchasing health insurance policy and social media plays an vital role in creating awareness among the people. Social media are now providing a space to discuss medical conditions outside of the healthcare providers' office. Patients and their families use social media technologies to share their experiences and their findings and educate others with similar conditions. Today we have been observed that many of the people preferred to use social media like Facebook, whatsapp, twitter; Intstagram etc. so it's very easy for insurance services providers to get attract consumers and providing various insurance policies to the consumers. Researcher used Secondary data for identifying the needs and importance of the advertising and brand building.