Digital Marketing and Performance of Nigerian Insurance industry: Meditating role of Organizational Culture

Abstract

This study examines the mediating role of organizational culture on the relationship between digital marketing and organizational performance with specific reference to the selected insurance companies in Nigeria. A structured questionnaire was used to solicit information from 120 respondents, while path analysis was employed to analyze the data using STATA version 15. The results reveal that digital marketing and organizational culture are independently and significantly related to organizational performance. The evidence also showcases that organizational culture has an indirect effect on organizational performance through digital marketing. In other words, the positive effect of organizational culture on organizational performance is partially mediated by digital marketing. The study concludes that organizational culture serves as a platform through which digital marketing propels the performance of the Nigerian insurance sector. Therefore, Nigerian insurance companies should continue to foster a culture of innovation that can swiftly integrate digital marketing innovations such as social media advertising, content marketing, and data analytics to remain competitive and relevant in the rapidly evolving digital landscape.