Social networks in the context of postmodern theories – A case of Kazakhstan

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.