THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN
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 th...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Al-Farabi Kazakh National University
2019-12-01
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| Series: | Хабаршысы. Экономика сериясы |
| Online Access: | http://be/index.php/math/article/view/2155 |
| _version_ | 1797667657374236672 |
|---|---|
| author | E. Rybina V. Garkavenko |
| author_facet | E. Rybina V. Garkavenko |
| author_sort | E. Rybina |
| collection | DOAJ |
| description |
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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| first_indexed | 2024-03-11T20:16:30Z |
| format | Article |
| id | doaj.art-9762af12f011418fabcffebcc6be814c |
| institution | Directory Open Access Journal |
| issn | 1563-0358 2617-7161 |
| language | English |
| last_indexed | 2024-03-11T20:16:30Z |
| publishDate | 2019-12-01 |
| publisher | Al-Farabi Kazakh National University |
| record_format | Article |
| series | Хабаршысы. Экономика сериясы |
| spelling | doaj.art-9762af12f011418fabcffebcc6be814c2023-10-03T11:08:55ZengAl-Farabi Kazakh National UniversityХабаршысы. Экономика сериясы1563-03582617-71612019-12-011304THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTANE. RybinaV. Garkavenko 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. http://be/index.php/math/article/view/2155 |
| spellingShingle | E. Rybina V. Garkavenko THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN Хабаршысы. Экономика сериясы |
| title | THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN |
| title_full | THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN |
| title_fullStr | THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN |
| title_full_unstemmed | THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN |
| title_short | THE TRENDS OF SOCIAL MARKETING DEVELOPMENT IN KAZAKHSTAN |
| title_sort | trends of social marketing development in kazakhstan |
| url | http://be/index.php/math/article/view/2155 |
| work_keys_str_mv | AT erybina thetrendsofsocialmarketingdevelopmentinkazakhstan AT vgarkavenko thetrendsofsocialmarketingdevelopmentinkazakhstan AT erybina trendsofsocialmarketingdevelopmentinkazakhstan AT vgarkavenko trendsofsocialmarketingdevelopmentinkazakhstan |