Abstract:
Relevance. Social networks are developed and spread to an increasing number of people every day. This is due to the
dynamic process of digitalization, which provokes changes in all vectors and categories of society.
Purpose. The purpose of the work was to determine the role of the blogger and social networks in the process of shaping
and demonstrating the lifestyle that a wide range of people aspire to.
Methodology. The following methods of scientific research were used in the article, namely analysis, synthesis,
comparison, content analysis and abstraction.
Results. As a result, it was possible to establish that the dissemination of information in society, as well as the
development of mechanisms for monitoring the consumer needs of society, were characteristic of the postmodern period.
They have undergone significant changes as a result of reforming the conditions for the development and activities of the
state. However, it has been established that their role is one of the determining ones in the development of the institution
of blogging as a driving force in the field of marketing and consumption of things and services. The study managed to
prove that bloggers, based on the demonstration of various objects, events directly related to their lives, provoke the
formation of a certain associative series. The latter concerns the description of the features of a rich life, its dissemination
to the masses, for the acquisition of high consumer value among individual products and services.
Conclusions. The article found that consumer behaviour in modern Kazakh society is formed under the influence of social
networks. The results of scientific research can be used in the formation of advertising integration plans or the description
of marketing ways to form consumer behaviour among social network users.
