DIGITAL MARKETING INFLUENCE ON THE BUSINESS PERFORMANCE OF KAZAKHSTAN SMALL & MEDIUM ENTERPRISES (SMES)

This study investigates the influence of digital marketing on the business performance of Kazakh Small and Medium-sized Enterprises (SMEs) managed by Muslims. The research employs a mixed-method approach, incorporating quantitative and qualitative data collection techniques. The findings reveal that social media marketing, search engine optimization (SEO), and email marketing are the most prevalent digital marketing practices adopted by Kazakh SMEs. However, challenges such as limited marketing budgets, difficulty measuring return on investment, and keeping up with trends hinder effective implementation. Despite these challenges, SMEs acknowledge the positive impact of digital marketing on their performance, reflected in areas like sales growth, customer acquisition, and brand awareness. The study concludes that digital marketing presents a powerful tool for Kazakh SMEs to enhance visibility, engage customers, and drive conversions, ultimately contributing to sustainable growth in the digital marketplace.