Factors Influencing the Effectiveness of Agents as Recruiters in the Insurance Industry: A Case Study in Penang, Malaysia

Lih, Lim Meow (2025) Factors Influencing the Effectiveness of Agents as Recruiters in the Insurance Industry: A Case Study in Penang, Malaysia. Doctoral thesis, Asia e University, Malaysia.

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Abstract

The effectiveness of marketing channels is essential for hiring insurance agents, especially in a time when social influences and digitisation are influencing consumer and employment trends. Despite the growing use of social factors and technology in hiring, little is known about how these factors directly affect effectiveness of marketing channels and if attitude mediates these interactions. The interaction between these factors has been mainly ignored in previous study, thus further investigation is required to improve hiring practices in the insurance industry. In order to determine if attitude acts as a mediator in the direct connections among technology, social factors, and effectiveness of marketing channels, this study will look at those interactions. The idea that technology and social factors both have a beneficial impact on effectiveness of marketing channels and that attitude mediates these effects, possibly influencing how marketing channels function in agent recruitment, serves as the foundation for the study. 398 respondents in the insurance industry provided survey data as part of a quantitative study strategy. To investigate the connections between the variables, mediation analysis and Pearson correlation were performed. The goal of the study was to ascertain if attitude acts as a mediating element and whether social aspects and technology-driven solutions considerably improve marketing effectiveness in recruiting. The study challenges the presumptive mediating function of attitude while emphasising the value of social networks and technology in boosting effectiveness of marketing channels, which helps with marketing and recruiting initiatives. Insurance companies looking to maximise their hiring efforts through focused marketing strategies will find these insights to be helpful. To further understand the dynamics of marketing efficiency in agent recruitment, future studies should investigate other mediators including perceived job stability and organisational commitment.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Effectiveness of marketing channels, technology, social factors, attitude, recruitment, insurance industry
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Management
Depositing User:	Muhamad Aizat Nazmi Mohd Nor Hamin
Date Deposited:	09 Apr 2026 09:04
Last Modified:	09 Apr 2026 09:04
URI:	http://ur.aeu.edu.my/id/eprint/1466

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