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Quantitative analysis of digital marketing and consumer behavior of Kazakhstanis in the digitalization Eraстатья
- Авторы: Otynbay Ye B., Davletova M.T., Gerasimenko V.V.
- Журнал: Вестник университета "Туран"
- Номер: 1
- Год издания: 2025
- Издательство: Университет "Туран"
- Местоположение издательства: Казахстан
- Первая страница: 356
- Последняя страница: 371
- DOI: 10.46914/1562-2959-2025-1-1-356-371
- Аннотация: In the context of rapid digitalization and the growing involvement of Kazakhstani consumers in the digitalenvironment, 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, targetedadvertising, and discounts requires detailed analysis to enhance the effectiveness of marketing strategies. This studyfocuses on the quantitative analysis of digital marketing perception and its influence on loyalty, engagement, andrepeat purchases. The aim of the study was to explore the relationships between key aspects of digital marketingand consumer behavior in Kazakhstan. To achieve this, analytical methods such as frequency analysis, reliabilityassessment using Cronbach’s Alpha coefficient, exploratory factor analysis (EFA), correlation, and regression analysiswere utilized. The data for the study was collected through a survey consisting of 54 questions, covering aspects ofe-mail marketing, social media, loyalty programs, discounts, and targeted advertising. The scientific significance ofthe study lies in identifying factors that determine the effectiveness of digital marketing and their impact on consumerbehavior. The practical significance lies in providing brands with recommendations for developing personalizedstrategies aimed at strengthening customer loyalty and increasing repeat purchases. The value of the study isreflected 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 ofthe Kazakhstani market.Key words: digital marketing, consumer behavior, loyalty programs, e-mail marketing, targeted advertising,factor analysis, correlation analysis, regression analysis.
- Добавил в систему: Герасименко Валентина Васильевна