Social Network and Mobile App Impact on Purchase Intention in Insurance – Case Study

Social networks and mobile applications have become an integral part of daily lives of almost all generations and offer users a platform for sharing information and interacting. This study examines the influence of social networks, mobile application usability and development on consumer purchase intention. Using theoretical frameworks from the field of marketing, it examines how different elements influence consumers' attitudes and behavior when purchasing products and services. The research methodology includes a review of the relevant literature. The combination of ecommerce and social networks unlocks significant potential to impact customer purchase intent.The research findings indicate a significant influence of social networks on purchase intent and opinion formation, with factors such as content, user reviews, influencers, advertising, and seller-buyer interaction being critical to consumer decision-making. The same metrics can be used on mobile application design, which is described in the case study. This research contributes to the understanding of the complex mechanisms underlying consumer decisions in the digital environment and provides guidelines for a more effective use of social networks and customized mobile applications for the purpose of advertising and influencing consumer purchase intent.