Digital marketing and its influence on consumer behavior: A social sciences perspective from Kazakhstan

Rajasekhara Mouly Potluri, Assel Kenesovna Jumasseitova, Yerzhan B. Mukashev, Aruzhan Kyrgyzbay, Aruzhan Kabdulmazhitova

Innovative Marketing, 2026

Full text Open access: Gold Metadata (CSL-JSON)
DOI 10.21511/im.22(3).2026.13
Data confidence 85 high
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Abstract

Type of the article: Research ArticleAbstractDigital technologies have changed how consumers obtain product information, interact with brands, and make purchasing decisions. However, empirical evidence on these relationships remains limited for urban, digitally active consumers in Kazakhstan. This study examines the associations among digital marketing activities, social media engagement, promotional pricing strategies, brand trust, and consumer purchasing behavior. A quantitative cross-sectional design was employed, using survey data collected from 320 active internet users in Kazakhstan between July and November 2025, administered via a structured questionnaire with five-point Likert-scale measures. The reliability and construct validity of the measurement instrument were evaluated using Cronbach’s alpha, the Kaiser–Meyer–Olkin statistic, Bartlett’s test of sphericity, and exploratory factor analysis, while regression and cluster analyses were conducted to examine the proposed relationships and identify consumer segments. The findings indicate that digital marketing activities are positively associated with consumer purchasing behavior, social media engagement is positively related to brand trust, and promotional pricing strategies significantly influence consumer purchase decisions. The measurement model demonstrated satisfactory reliability and construct validity, supporting the consistency of the empirical results. The study contributes evidence on digital consumer behavior among urban, digitally active consumers in Kazakhstan. It offers practical implications for organizations seeking to strengthen digital marketing strategies in comparable market settings.AcknowledgmentsThe authors gratefully acknowledge the Kazakh-British Technical University for its persistent support and encouragement in facilitating this research, thanks to its strong commitment to academic excellence and innovation. Sincere appreciation is also extended to all the respondents who generously devoted their time and insights to this study, making a valuable contribution to its completion.