Quantitative analysis of digital marketing and consumer behavior of Kazakhstanis in the digitalization Era

In the context of rapid digitalization and the growing involvement of Kazakhstani consumers in the digital environment, studying the impact of digital marketing tools on consumer behavior becomes increasingly important. Interaction between brands and customers through e-mail newsletters, social media, loyalty programs, targeted advertising, and discounts requires detailed analysis to enhance the effectiveness of marketing strategies. This study focuses on the quantitative analysis of digital marketing perception and its influence on loyalty, engagement, and repeat purchases. The aim of the study was to explore the relationships between key aspects of digital marketing and consumer behavior in Kazakhstan. To achieve this, analytical methods such as frequency analysis, reliability assessment using Cronbach’s Alpha coefficient, exploratory factor analysis (EFA), correlation, and regression analysis were utilized. The data for the study was collected through a survey consisting of 54 questions, covering aspects of e-mail marketing, social media, loyalty programs, discounts, and targeted advertising. The scientific significance of the study lies in identifying factors that determine the effectiveness of digital marketing and their impact on consumer behavior. The practical significance lies in providing brands with recommendations for developing personalized strategies aimed at strengthening customer loyalty and increasing repeat purchases. The value of the study is reflected in the use of a comprehensive analysis approach to identify key factors explaining 87.53% of data variance, establishing strong relationships between variables, and identifying predictors influencing repeat purchases (R² = 0.886). The findings can be applied to develop effective marketing solutions tailored to the specific characteristics of the Kazakhstani market.

1. Digital Marketing Institute. Digital marketing trends 2023. URL: https://digitalmarketinginstitute.com/blog/what-are-the-top-digital-marketing-trends-for-2023. (In English).

2. Simon Kemp. Digital 2024: Kazakhstan // DataReportal. URL: https://datareportal.com/reports/digital2024-kazakhstan. (In English).

3. Nielsen. How Marketers Can Advance Personalized Marketing Across the Digital Ecosystem. 2024. URL: https://www.nielsen.com/insights/2024/how-marketers-can-advance-personalized-marketing-across-thedigital-advertising-ecosystem/. (In English).

4. Sang-Uk Jung, Valeriia Shegai. (2023) The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size // Sustainability. No. 15(7). P. 5711. URL: https://doi.org/10.3390/su15075711. (In English).

5. Tungushbayeva Z. (2021) Impact of Digital Marketing on Consumer Behavior: Descriptive Study Based on Kazakhstan Customers // International Journal of Innovative Science and Research Technology. Vol. 6. Issue 8. URL: https://bit.ly/3zimGkE. (In English).

6. Bureau of National Statistics. E-commerce trends and market analysis in Kazakhstan. Bureau of National Statistics of Kazakhstan. 2023. URL: https://stat.gov.kz/en/industries/economy/local-market/publications/159348/. (In English).

7. PwC. Creating loyalty in volatile times. PwC Customer Loyalty Survey. 2022. URL: https://www.pwc.com/us/en/services/consulting/business-transformation/library/customer-loyalty-survey.html. (In English).

8. Kotler F., Kartadzhaja H., Setiavan A. (2019) Marketing 4.0: razvorot ot tradicionnogo k cifrovomu: tehnologii prodvizhenija v internete. M.: Bombora, 224 p. (In Russian).

9. IBM SPSS Statistics. «Zertteudıñ negızgı bölımıne engızılmegen egjei-tegjeilı faktorlyq taldau nätijelerı jäne qosymşalary». URL: https://drive.google.com/drive/folders/1dB8tg6Fh9VsaIryBugO3QvR44_R5LuBw?usp=sharing. (In Kazakh).

10. Sharabati A.-A.A., Ali A.A.A., Allahham M.I., Hussein A.A., Alheet A.F., Mohammad A.S. The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations // Sustainability. 2024. URL: https://doi.org/10.3390/su16198667. (In English).

11. Athaide G.A., Jeon J., Raj S.P., Sivakumar K., Xiong G. (2024) Marketing innovations and digital technologies: A systematic review, proposed framework, and future research agenda // Journal of Product Innovation Management. URL: https://doi.org/10.1111/jpim.12741. (In English).

12. James F., Durham H. (2013) 50 Shades of Digital Marketing (1st ed.). Fresh Content & Bookboon.com. URL: https://www.7boats.com/academy/wp-content/uploads/2016/10/50-shades-of-digital-marketing.pdf. (In English).

13. Fu C.-J., Silalahi A.D.K., Yang L.-W., Eunike I.J. (2024) Advancing SME performance: A novel application of the technological-organizational-environment framework in social media marketing adoption // Cogent Business & Management. URL: https://doi.org/10.1080/23311975.2024.2360509. (In English).

14. Davydova V.V., Fjodorova M.V. i dr. (2022) Digital-marketing: glavnaja kniga internet-marketologa. M.: Izdatel'stvo AST, 482 p. (In Russian).

15. Vajla P., Vorner S. (2019) Cifrovaja transformacija biznesa: izmenenie biznes-modeli dlja organizacii novogo pokolenija / per. s angl. I. Okun'kova. M.: Al'pina Pablisher, 260 p. (In Russian).