BACKGROUND AND OBJECTIVES: the purpose of this research is to investigate the effect of using social media and online advertising with the mediation of perceived value on the possibility of implementing social bundling in the sales network of insurance companies.
METHODS: The current research is a descriptive survey research of the correlation type, in terms of its method, and in terms of its purpose, it is an applied research by examining the defined hypotheses. Spss version 27 and Smart Pls version 3 software were used for data analysis. The statistical population of this research is managers and experts of Tavoon and Dana insurance companies. The statistical sample is determined based on Cochran's formula of 130 people,
FINDINGS: The research findings indicate that social media and online advertising have a positive effect on social bundling. It was also found that social media and online advertising with the mediating role of perceived value have a positive and significant effect on the possibility of implementing social bundling.
CONCLUSION: This research showed that social media and online advertising have a significant impact on the implementation of social bundling. Also, according to the evolutionary trend in marketing methods, the use of product bundling and formulation of a suitable strategy by companies is a very important and vital issue. In addition to this, choosing the social bundling strategy of insurance products depends on the accuracy, price, final cost and combination of products, as well as social media and how to promote bundling products in that media.