IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i8p3869-3876.html
   My bibliography  Save this article

Effect of Social Media Marketing on the Sales Performance of Insurance Firms in Kenya

Author

Listed:
  • Maureen Kaveke

    (Machakos University)

  • Mwakhamah Khamah

    (Lukenya University)

  • Anne Kalei

    (Machakos University)

Abstract

The Insurance sector in Kenya has a huge potential but remains untapped as indicated by insurance penetration, which is less than 3 percent lower than the global average penetration of 7.3 percent as per the 2021 Statista report. In the ideal situation, the insurance industry in Kenya should be performing exemplary well in terms of sales revenue and high penetration rate. However, insurance sales growth and penetration in Kenya remains low. The purpose of the study was to determine the effect of social media marketing on the sales performance of insurance firms in Kenya. The Technological Acceptance Model anchored the study. The study was guided by a descriptive survey design. The study population was 56 registered insurance firms in Kenya. Structured questionnaires were used to obtain information. Data collected using questionnaires was analysed using SPSS Version 23.0 where both descriptive and inferential statistics was used to analyse the collected data. The analysed data was presented in the form of tables and figures. Inferential statistics entailed the multiple linear regression model to determine the effect of social media marketing on the sales performance of insurance firms in Kenya. The findings of the study established that social media marketing is a significant predictor of sales volumes of listed insurance companies in Kenya (β=0.309, p-value=0.002). The study concluded that social media marketing is instrumental in fostering the sales performance of listed insurance companies in Kenya. The study recommends the expansion of social media marketing in the insurance sector. Social media is an interactive platform that requires creativity when posting promotional substances relating to the company to capture the imaginations and feelings of social media users.

Suggested Citation

  • Maureen Kaveke & Mwakhamah Khamah & Anne Kalei, 2024. "Effect of Social Media Marketing on the Sales Performance of Insurance Firms in Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 3869-3876, August.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:3869-3876
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-8/3869-3876.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/effect-of-social-media-marketing-on-the-sales-performance-of-insurance-firms-in-kenya/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hong-Mei Chen & Stephen L. Vargo, 2014. "Rethinking Social CRM Design: A Service-Dominant Logic Perspective," Progress in IS, in: Francisco J. Martínez-López (ed.), Handbook of Strategic e-Business Management, edition 127, pages 767-784, Springer.
    2. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhan, Mengmeng & Huang, Minxue & Li, Aoqi & Yang, Yvmeng, 2023. "The role of impulsive behaviour and meta-perception in referral reward programs," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Deli Yuan & Muhammad Khalilur Rahman & Md. Abu Issa Gazi & Md. Atikur Rahaman & Mohammad Mainul Hossain & Shaharin Akter, 2021. "Analyzing of User Attitudes Toward Intention to Use Social Media for Learning," SAGE Open, , vol. 11(4), pages 21582440211, November.
    3. Griffith, David A. & Lee, Hannah S. & Yalcinkaya, Goksel, 2023. "Understanding the relationship between the use of social media and the prevalence of anxiety at the country level: a multi-country examination," International Business Review, Elsevier, vol. 32(4).
    4. Appiah, Emmanuel Kusi & Gabrielsson, Peter & Rialp Criado, Alex, 2025. "The role of digitalization in early internationalization Research: A systematic literature review and future research directions," Journal of Business Research, Elsevier, vol. 186(C).
    5. Yao Wu & Satish Nambisan & Jinghua Xiao & Kang Xie, 2022. "Consumer resource integration and service innovation in social commerce: the role of social media influencers," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 429-459, May.
    6. Nha Nguyen & Gaston LeBlanc, 2021. "The Impact of Service Employees and Servicescape on Customers’ Perception of Quality Improvement Efforts," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 7(2), pages 123-144, April.
    7. Rizwan Raheem Ahmed & Erum Zahoor Zaidi & Syed Hasnain Alam & Dalia Streimikiene & Vishnu Parmar, 2023. "Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(62), pages 265-265, February.
    8. Gerrath, Maximilian H.E.E. & Mafael, Alexander & Ulqinaku, Aulona & Biraglia, Alessandro, 2023. "Service failures in times of crisis: An analysis of eWOM emotionality," Journal of Business Research, Elsevier, vol. 154(C).
    9. Tat-Huei Cham & Jun-Hwa Cheah & Mumtaz Ali Memon & Kim-Shyan Fam & Józsa László, 2022. "Digitalization and its impact on contemporary marketing strategies and practices," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 103-105, June.
    10. Kalra, Ashish & Briggs, Elten & Schrock, Wyatt, 2023. "Exploring the synergistic role of ethical leadership and sales control systems on salesperson social media use and sales performance," Journal of Business Research, Elsevier, vol. 154(C).
    11. Lee, Joseph Lok-Man & Lau, Chammy Yan-Lam & Wong, Charlaine Wai-Ga, 2023. "Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 3-10.
    12. Andreea Nistor & Eduard Zadobrischi, 2022. "The Consumption Analysis of Economic Media at the Regional Level in a Developing Country," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    13. Mohammad Al Khasawneh & Abdel-Aziz Ahmad Sharabati & Shafig Al-Haddad & Rania Al-Daher & Sarah Hammouri & Sima Shaqman, 2023. "Consumer’s Attitude towards Display Google Ads," Future Internet, MDPI, vol. 15(4), pages 1-19, April.
    14. He, Guojun Sawyer & Tran, Thi Thanh Huong & Leonidou, Leonidas C., 2024. "It's here to stay: Lessons, reflections, and visions on digital transformation amid public crisis," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    15. Beata Zatwarnicka-Madura & Robert Nowacki & Iwona Wojciechowska, 2022. "Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z," Energies, MDPI, vol. 15(18), pages 1-22, September.
    16. Andranik Tumasjan, 2024. "The many faces of social media in business and economics research: Taking stock of the literature and looking into the future," Journal of Economic Surveys, Wiley Blackwell, vol. 38(2), pages 389-426, April.
    17. Muninger, Marie-Isabelle & Mahr, Dominik & Hammedi, Wafa, 2022. "Social media use: A review of innovation management practices," Journal of Business Research, Elsevier, vol. 143(C), pages 140-156.
    18. Ashish Kumar Jha & Nishant Kumar Verma, 2024. "Social Media Platforms and User Engagement: A Multi-Platform Study on One-way Firm Sustainability Communication," Information Systems Frontiers, Springer, vol. 26(1), pages 177-194, February.
    19. Mohammad Hasan Galib & Khalid Ait Hammou & Jennifer Steiger, 2018. "Predicting Consumer Behavior: An Extension of Technology Acceptance Model," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(3), pages 1-73, August.
    20. Liu, Yunxin, 2023. "Digital exposure to unhealthy food reduces subsequent consumption of unhealthy food," Journal of Business Research, Elsevier, vol. 168(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:3869-3876. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.