Rym Khanfir

Type of the article: Research Article

Abstract
Microinsurance remains little adopted voluntarily by micro-entrepreneurs in Tunisia despite a favorable regulatory framework. DAAM’s Professional Multi-Risk Insurance product differs because it is mandatory for credit applicants and available only to them. Uptake is therefore contractually guaranteed, but mandatory purchase does not imply acceptance: clients may purchase the product primarily because it is attached to the credit they need. This qualitative study examines, through DAAM client advisors’ accounts, the psychological mechanisms perceived to shape micro-entrepreneurs’ reluctant acceptance of this compulsory cost, alongside engagement data from the Facebook campaign directly informed by these interviews. Twelve semi-structured interviews were conducted in March 2024 across Tunis, Kairouan, and Sfax. Advisors served as key informants, drawing on their interactions with credit clients and repayment behaviors. Their findings were also communicated to DAAM’s marketing team before campaign development, creating a direct link between the two data sources. Six mechanisms emerged: anchoring on loan repayment installments, loss aversion, status quo bias, availability, social proof, and a need for decision-making autonomy specific to entrepreneurial profiles. Loss-framed and peer-sharing content generated the strongest engagement, with click-through rates of 5.24% and 1.06%, respectively, and 5,856 spontaneous shares. However, the click-to-lead gap indicates that engagement did not automatically translate into credit applications, where insurance is attached. As advisors provided the interpretations, findings represent a perception-based diagnostic rather than evidence of genuine product acceptance.

Acknowledgments
The author thanks the client advisors of DAAM for their participation, as well as its communication department for access to campaign data.