Abstract:
In an increasingly digital world, e-marketing has become a vital tool for enhancing customer
engagement, service delivery, and competitiveness across industries—including insurance.
However, in developing countries like Ethiopia, the adoption of e-marketing remains limited due
to several barriers. This study investigates the impact of awareness, technology infrastructure,
and resistance to change on the adoption of e-marketing within the Ethiopian Insurance
Corporation (EIC) in Addis Ababa. A quantitative research design was employed, using a
descriptive and explanatory approach to explore the relationships among variables. Data was
collected through structured questionnaires distributed to employees in the marketing and sales
department, using a five-point Likert scale. The data was analyzed using SPSS, with descriptive
statistics and multiple linear regressions applied to examine the strength and direction of
relationships. The findings revealed that awareness, technological readiness, and resistance to
change significantly influence the adoption of e-marketing, with a coefficient of determination
(R²) of 62.3%. The study highlights that low awareness, underdeveloped infrastructure, and
organizational resistance are key challenges hindering digital transformation. These insights
provide a foundation for developing context-specific strategies to overcome barriers and
promote effective e-marketing adoption in the Ethiopian insurance sector. The findings indicate
a significant positive relationship between e-marketing adoption and each of the three variables.
Based on these results, the study recommends that insurance companies in Addis Ababa enhance
awareness initiatives, invest in robust technology infrastructure, and strengthen change
management efforts to effectively improve the adoption of e-marketing.
