THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN

Authors

  • E. Rybina
  • V. Garkavenko

DOI:

https://doi.org/10.26577/be-2019-4-e8
        67 76

Abstract

Whilst social marketing has been continuing to capture increasing research attention in
different settings across the globe, local movements and organizations in Kazakhstan are getting more
involved in social marketing activities as well. The research objective of the current study is to explore
the trends and challenges of social marketing in Kazakhstan. The study uses qualitative depth interview
method. Combined mixed purposeful sampling approach was employed with maximum variation sampling
technique used to select the participants. The phenomenological research was used to analyze
qualitative data to generate meaning units and develop descriptions. The analysis of the sixteen interviews
with experts revealed the major trends and challenges representing the current state of social
marketing in Kazakhstan. The key findings of this study include the following: social marketing is growing
and developing in Kazakhstan; the challenges facing social marketing in Kazakhstan include general
misconceptions about marketing and social marketing, lack of funding and marketing expertise, and
weak governmental support and regulation.

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Published

2019-12-23

Issue

Section

Features of social marketing and research methodology