Digital Marketing Strategies and Insurance Product Sales Performance Among Insurance Companies in Lagos State, Nigeria

Abbasi, M. U., & Hamid, F. (2024). Impact of digital marketing strategies on marketing performance: Role of social media performance and e-commerce. International Journal of Management Research and Emerging Sciences, 14(3), 161-181. Alexia, K. R., & Setiawan, B. L. T. (2025). The influence of social media on e-commerce: Sales performance an analysis of digital marketing strategies. JUMDER: Jurnal Bisnis Digital dan Ekonomi Kreatif, 1(5), 42–48. https://journal.dinamikapublika.id/index.php/JUMDER/article/view/130 Ali, K. A., Ameen, A. A. M. A., & Tirwanshi, K. F. A. (2024). The impact of marketing strategy on the sales performance: A study of micro and small enterprises’ owners. IROCAMM- International Review of Communication And Marketing Mix, 7(1), 65-86. Badda, A. (2025). Technology Acceptance Model : Literature Review. International Journal of Accounting Finance Auditing Management and Economics, 6(11), 459-492. Baranikumar, N., Singh, A., Baghel, D., Naik, S., & Mane, A. B. (2024). Digital marketing trends and challenges. African Journal of Biological Sciences, 6(Si3), 1423–1435. https://doi.org/10.48047/AFJBS.6.Si3.2024.1423-1435 Bell, C., Olukemi, A., & Broklyn, P. (2024). Influencer marketing ROI: Measurement techniques and optimization strategies [Preprint]. Preprints.org. https://doi.org/10.20944/preprints202408.0171.v1 Davis, F. D., Granić, A., & Marangunić, N. (2024). The technology acceptance model: 30 years of TAM (pp. 20-54). Switzerland: Springer International Publishing AG. Deku, W. A., Wang, J., & Preko, A. K. (2024). Digital marketing and small and medium-sized enterprises’ business performance in emerging markets. Asia Pacific Journal of Innovation and Entrepreneurship, 18(3), 251-269. Ediri, O. J., Chukwu, G. C., & Asemota, K. U. (2024). Online marketing strategies and sales performance of manufacturing companies in Delta State, Nigeria. International Journal of Marketing and Communication Studies, 8(5), 130–152. https://doi.org/10.56201/ijmcs.v8.no5.2024.pg130.152 Filani, O. M., Olajide, J. O., & Osho, G. O. (2022). A multivariate analysis model for predicting sales performance based on inventory and delivery metrics. Shodhshauryam, International Scientific Refereed Research Journal, 5(5), 156–175. https://shisrrj.com/paper/SHISRRJ225526.pdf Fitriani, D. N., Bajari, A., Suminar, J. R., & Aristi, N. (2026). Extending the diffusion of innovation theory: Smong as a community-driven social innovation in disaster communication. Journal of Information Science Theory and Practice, 14(1), 20-36. García-Avilés, J. A. (2020). Technology acceptance model. In The International encyclopedia of media psychology. John Wiley & Sons. https://doi.org/10.1002/9781119011071.iemp0137 Guo, Q., & Huang, W. (2024). Analyzing the diffusion of innovations theory. Scientific and Social Research, 6(12), 95–98. https://doi.org/10.26689/ssr.v6i12.8947 Hawaldar, I. T., Ullal, M. S., Sarea, A., Mathukutti, R. T., & Joseph, N. (2022). The study on digital marketing influences on sales for B2B start-ups in South Asia. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 23-30. Ibikunle, O. (2025). Digital marketing strategies and small business growth: Evidence from Nigerian small and medium enterprises. Available at SSRN 5543680. Iddris, F., Agyapong, K., Amuzu, E., & Mohammed, S. A. (2026). Boosting insurance sales performance with marketing strategy: The power of artificial intelligence, chatbot engagement and machine learning. Journal of Electronic Business & Digital Economics, 5(1), 19–42. https://doi.org/10.1108/JEBDE-12-2024-0054 Idowu, T. S., & Fadun, O. S. (2022). Analysis of insurance products and services effectiveness in rural areas (Case study of Lagos State, Nigeria). Nigeria Journal of Risk and Insurance, 12(1), 243–258. https://njri.unilag.edu.ng/article/view/1602 Ifekanandu, C. C., Chukwu, G. C., & Asemota, K. U. (2023). Digital marketing strategies and sales performance of online shopping malls in Port Harcourt, Rivers State, Nigeria. International Journal of Novel Research and Development, 8(7), d456–d462. https://www.ijnrd.org/papers/IJNRD2307351.pdf Igbinoba, P. (2024, August 14). Poor insurance penetration in Nigeria. Minet Insurance Brokers Limited. https://minetinsurancebrokersltd.com/poor-insurance-penetration-in- nigeria/ Igor, Y. (2023). Sales performance, sales and customer orientation: A systematic literature review. Russian Journal of Agricultural and Socio-Economic Sciences, 140(8), 176– 185. https://doi.org/10.18551/rjoas.2023-09.19 Istianingsih, N., & Ariyanto, M. (2025). The influence of digital marketing strategy, brand image and sales performance with customer loyalty as a moderating variable. Jurnal Ilmiah Manajemen Kesatuan, 13(5), 3689-3700. Iyobosa, I. R., & Patrick, O. E. (2025). Digital marketing strategy and sales performance of e- commerce SMEs in Benin City. Nigerian Journal of Business Administration, 23(1), 901-912. Kagollah, M. O. (2022). Digital marketing strategy and sales performance of Safaricom Public Limited Company, Kenya (Doctoral dissertation, Kenyatta University). Kajwang, B. (2022). Effects of digital marketing practices on performance of insurance sector: A critical approach with a review. International Journal of Business Ecosystem & Strategy (2687-2293), 4(4), 89-95. Kaveke, M. M. (2024). Effect of digital marketing strategies on sales performance of insurance firms in Kenya (Doctoral dissertation, Machakos University). Kerr, P. D., & Marcos-Cuevas, J. (2022). The interplay between objective and subjective measures of salesperson performance: towards an integrated approach. Journal of Personal Selling & Sales Management, 42(3), 225-242. Kyomuhendo, C., Ahumuza, A., & Namatovu, H. (2025). The role of digital marketing in enhancing sales performance: A case study of e-commerce businesses. International Journal of Academic Management Science Research, 9(2), 38–43. https://ijeais.org/wp- content/uploads/2025/2/IJAMSR250206.pdf Latif, I. S., Saputro, R. E., & Barkah, A. S. (2025). Technology acceptance model TAM using partial least squares structural equation modeling PLS-SEM: A systematic literature review. Journal of Information Systems and Informatics, 7(2), 1376-1399. Leadway Assurance Company Limited. (2022, July 22). 12 insurance statistics in Nigeria you should know [Infographics]. Leadway Assurance. https://www.leadway.com/insurance-nigeria-statistics/ Lund, B. D. (2025). Diffusion of innovations: Still a relevant theory for studying library technology in the age of AI. Library Hi Tech News, 42(4), 9–11. https://doi.org/10.1108/LHTN-12-2024-0209 Maharati, Y., & Entezarian, N. (2025). Introducing and evaluation of Rogers’s diffusion of innovation theory. Innovation Economics Journal. https://doi.org/10.22111/innoeco.2024.47286.1083 Malatji, W. R., van Eck, R., & Zuva, T. (2020). Understanding the usage, modifications, limitations and criticisms of Technology Acceptance Model . Advances in Science, Technology and Engineering Systems Journal, 5(6), 113–117. https://doi.org/10.25046/aj050612 Mandung, F. (2024). The influence of storytelling techniques in digital marketing on brand loyalty: A consumer psychology perspective. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 66–78. https://doi.org/10.52970/grmapb.v5i1.782 Mohammad, A. (2022). The impact of digital marketing success on customer loyalty. Marketing and Management of Innovations, 13(3), 103–113. https://doi.org/10.21272/mmi.2022.3-09 Mpanza, S. (2025). Revisiting the technological–organizational–environmental framework and diffusion of innovation : A theoretical review for artificial intelligence (AI) adoption. International Journal of Applied Research in Business and Management, 6(5), 89-94. https://doi.org/10.51137/wrp.ijarbm.441 Musa, H. G., Fatmawati, I., Nuryakin, N., & Suyanto, M. (2024). Marketing research trends using technology acceptance model : A comprehensive review of researches (2002–2022). Cogent Business & Management, 11(1), Article 2329375. https://doi.org/10.1080/23311975.2024.2329375 Mustapha, A. (2025). The role of digital marketing strategies in enhancing productivity and financial inclusion in emerging banking sectors: Evidence from Nigeria. Prizren Social Science Journal, 9(3), 80-91. National Insurance Commission (2023). Bulletin of the insurance market performance. Retrieved from https://naicom.gov.ng/publications. National Insurance Commission (2023). Bulletin of the insurance market performance. Statistics Department Synopsis of the Insurance Market in Third Quarter, 2023. Ocak, A. (2023). Enhancing marketing strategies through personalized marketing: A literature review. In Ö. U. Bulut (Ed.), İktisadi ve idari bilimlerde akademik araştırmalar (pp. 49–59). Yaz Yayınları. Okorie, I. I., & Chilekezi, O. (2025). Leveraging fintech and insurtech to bridge Nigeria’s insurance penetration gap: The mediating role of regulation, trust, and digital access. African Journal of Management and Business Research, 19(1), 378-383. https://doi.org/10.62154/ajmbr.2025.019.01028 Ologunebi, J., & Taiwo, E. (2023). Digital marketing strategies, plan and implementations: A case study of Jumia Group and ASDA UK (MPRA Paper No. 118771). Munich Personal RePEc Archive, University Library of Munich. https://mpra.ub.uni- muenchen.de/118771/1/MPRA_paper_118771.pdf Olugbenga, A. (2024). Influence of digital marketing on marketing penetration in developing economies. Operational uncertainty: Present and future prospects in art, science, engineering, social science, education, climate change, health care and business, 45- 58. Oseany, R. L., Kusumaningtyas, D., & Raharjo, I. B. (2024). The influence of digital marketing on sales performance of batik nulaba MSMEs in Pekalongan, Central Java. Asa Jurnal Penelitian Pendidikan Dan Pembelajaran, 1(1), 38-52. Overbye-Thompson, H., & Hamilton, K. A. (2025). A diffusion of innovations measurement scale for reinvention, relative advantage, compatibility, complexity, trialability and observability. PLoS One, 20(10), e0334616. Oxford Business Group. (2024). Digital protection: A fragmented insurance market looks to tech solutions. In The Report: Nigeria 2024. Oxford Business Group. https://oxfordbusinessgroup.com/reports/nigeria/2024-report/insurance/digital- protection-a-fragmented-insurance-market-looks-to-tech-solutions-analysis/ Pan, G., Liu, M., Tseng, L. M., & Geng, Z. (2023). Cultural intelligence and sales performance in online insurance marketing: evidence from a Chinese insurance firm. Humanities and Social Sciences Communications, 10(1), 124-131. Parveen, N., Othman, R. O. M., Abbadi, D. M. A., Mejdi, K. B., et al. (2024). Digital marketing strategies in the age of social media: A comparative study of global brands. Nanotechnology Perceptions. https://doi.org/10.62441/nano-ntp.vi.2771 Pașcalău, S.-V., Popescu, F.-A., Bîrlădeanu, G.-L., & Gigauri, I. (2024). The effects of a digital marketing orientation on business performance. Sustainability, 16(15), 112-119. https://doi.org/10.3390/su16156685 Purnomo, Y. J. (2023). Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management , 1(2), 54–62. https://doi.org/10.61100/adman.v1i2.23 Rahimi, R. A., & Oh, G. S. (2025). Beyond theory: A systematic review of strengths and limitations in technology acceptance models through an entrepreneurial lens. Journal of Marketing Analytics, 13(4), 1195-1218. Reis, J. F., & Pinheiro, L. P. (2025). Institutional Theory (IT) and Diffusion of Innovation : A Theoretical Approach on Artificial Intelligence (AI). BAR-Brazilian Administration Review, 22(4), e250060. Rolando, B., & Mulyono, H. (2025). Digital marketing strategies for sales growth in Indonesian home industries. Journal of Trends Economics and Accounting Research, 5(3), 278- 292. Rowi, A. S., Wahyudi, M. A., Oswari, T., & Purwoko, B. (2024). Role of digital marketing strategies in enhancing customer engagement and brand loyalty: A study of e-commerce platforms. International Journal of Business, Law and Education, 5(2), 2778–2788. https://doi.org/10.56442/ijble.v5i2.936 Salam, K. N., Aslim, S., Prudence, P. H., Megawaty, M., et al. (2025). Analysis of effective marketing strategies in facing tight competition in the marketplace global. PARADOKS: Jurnal Ilmu Ekonomi, 8(2), 525–539. https://doi.org/10.57178/paradoks.v8i2.1154 Sassi, N. E. Y. (2024). Optimizing digital marketing strategies for enhancing sales performance (Doctoral dissertation, Higher School of Management and Digital Economy). Savari, M., Shokati Amghani, M., & Malekian, A. (2025). Application of the diffusion of innovation theory to identify factors affecting the use of treated wastewater in crop irrigation: A study in Tehran province. Cleaner Engineering and Technology, 29, 101094. https://doi.org/10.1016/j.clet.2025.101094 Schorr, A. (2023, February). The technology acceptance model and its importance for digitalization research: A review. In International Symposium on Technikpsychologie (pp. 55-65). Singh, S., & Strzelecki, A. (2026). Academics as adopters of generative AI: An application of diffusion of innovations theory. Education and Information Technologies, 31(2), 621- 645. Song, Y., Qiu, X., & Liu, J. (2025). The impact of artificial intelligence adoption on organizational decision-making: An empirical study based on the technology acceptance model in business management. Systems, 13(8), 6-13. Wahua, L., & Kenea, G. F. (2025). Supervisory regulation and performance of insurance industry. African Journal of Economics and Sustainable Development, 8(1), 65–79. https://doi.org/10.52589/AJESD-BUEBO6LT Yurder, Y. (2025). Revisiting the technology acceptance model in the age of artificial intelligence: A bibliometric analysis of TAM in business and marketing literature. Journal of Research in Business, 10(2), 497-517.