Digital Literacy, Cloud Computing and Marketing Performance of Life Assurance Companies in Southwest Nigeria

Abstract

This study examines the influence of Digital Literacy of Employees (DLE) and Cloud Computing Adoption (CCA) on the Marketing Performance (MP) of Life Assurance Companies (LACs) in Southwest Nigeria. Anchored on the Dynamic Capabilities, the study adopted a quantitative, cross-sectional survey design. The population comprised 14,528 employees across fourteen (14) licensed life assurance companies operating in southwest Nigeria. Data was collected from 374 valid respondents across 14 registered life assurance companies. Hypotheses were tested using simple linear regression analyses. Digital Literacy of Employees (β = 0.443, p < 0.001) explained 19.6% of the variance in marketing performance, confirming that a digitally competent workforce is a strategic marketing asset rather than a mere operational concern. Cloud Computing Adoption (β = 0.399, p < 0.001) explained 15.9% of the variance, indicating that cloud infrastructure operates as an enabling backbone whose marketing payoff is real but indirect. The study concluded that digital literacy of employees and cloud computing adoption by life assurance companies significantly enhances brand awareness, customer acquisition, and retention. Based on these findings, it is recommended that LACs Life assurance companies treat employee digital literacy as a strategic capability rather than a periodic training cost. Furthermore, Cloud environments must be explicitly integrated with customer journey mapping, dynamic pricing engines, and real-time campaign orchestration tools so that backend scalability translates into front-end personalisation and agile market responsiveness.