THE ROLE OF DIGITAL MARKETING IN ENHANCING ENVIRONMENTAL RESPONSIBILITY AT JORDANIAN INSURANCE COMPANIES

Abstract This study examined the role of digital marketing in enhancing environmental responsibility within Jordanian insurance companies. The increasing adoption of digital technologies and the growing emphasis on environmental responsibility have encouraged organizations to integrate sustainable practices into their marketing activities. In this regard, the study investigated how digital marketing dimensions contribute to strengthening environmental responsibility practices in the insurance sector. The study developed a conceptual framework linking digital marketing dimensions, represented by social media marketing, content marketing, mobile marketing, and electronic customer relationship management, with environmental responsibility. A quantitative research approach was adopted, and data were collected from employees working in Jordanian insurance companies tDMough a structured questionnaire. The proposed hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that digital marketing has a significant positive effect on environmental responsibility. The results further indicated that digital marketing practices contribute to reducing paper-based transactions, improving environmental awareness, supporting sustainable communication channels, and encouraging environmentally responsible organizational behavior. Among the examined dimensions, electronic customer relationship management and content marketing demonstrated the strongest influence on environmental responsibility initiatives. The study contributes to the literature by extending the application of digital marketing beyond customer engagement and organizational performance toward environmental responsibility outcomes. It also provides practical implications for insurance companies seeking to integrate digital transformation with environmentally responsible strategies. The study recommends that Jordanian insurance companies increase investments in digital marketing technologies and develop environmentally oriented digital communication practices to support long-term sustainability objectives.