INSTAGRAM SOCIAL MEDIA MARKETING EXPERIENCES OF COSMETICS RETAILERS IN KAZAKHSTAN
INSTAGRAM SOCIAL MEDIA MARKETING EXPERIENCES OF COSMETICS RETAILERS IN KAZAKHSTAN

Summary/Abstract: The purpose of this study was to explore how cosmetics retail SMEs in Almaty and Nur-Sultan run their social media marketing activities on their Instagram business pages and the effects they have on their bottom line. This phenomenological research studied the SMM experiences of Kazakhstani cosmetics SMEs by adopting an exploratory research design and implementing the abduction reasoning approach. The study implemented a purposive sampling of representatives of Almaty and Nur-Sultan cosmetics SMEs who manage Instagram social media marketing for their companies. Primary data was collected through semi-structured interviews. The theory of social media engagement and the RACE digital planning framework were the theoretical bases for the study. The expected results were related to good and bad practices in running social media marketing activities on Instagram and navigating customers through the Instagram SMM funnel of the SMEs.

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