Comparative Analysis of the Effectiveness of Social Media Marketing Channels in the Consumer Goods Market in Kazakhstan

The aim of the master's work is to study the effectiveness of various social media marketing channels in the consumer goods market in Kazakhstan on the basis of a comparative analysis. Today, the commercialization of social networks is seen as a natural phenomenon: consumers are ready to purchase online, and social networks already have the necessary tools for this. Statistics show that the growth of online sales across all market segments is gaining momentum - and this is just the beginning. These trends justify the relevance of the topic presented. An online survey of respondents and corporate internal data on the results of actual advertising campaigns of an international brand in Kazakhstan were selected for the work. As for the comparison of the results of testing hypotheses and the results of actually conducted advertising campaigns in Kazakhstan, when comparing it, it was possible to notice that the situations are similar according to the data from advertising offices. Based on the analysis, it can be concluded that in order to expand the brand's expansion or the task of bringing it to the Kazakhstan market, it makes sense to pay attention to Instagram: it is most likely to show the best results both in terms of forming effective communication with consumers and in terms of increase in sales. The results obtained can become a research base for further study of the topic under consideration, as well as serve as an effective practical guide for FMCG companies planning to use social media marketing channels to successfully promote brands on the territory of the Kazakh market.