Abstract

The research work is aimed at a comprehensive analysis of the economic nature of Kazakh-language content in social networks in Kazakhstan within the framework of the theory of infonomy and scientific substantiation of mechanisms for increasing its competitiveness through digital marketing strategies. The purpose of the study is to determine the information value of Kazakh-language online publications and systematically analyze the mechanisms of its monetization, models of interaction with the audience, approaches to assessing the effectiveness of content and the influence of digital platform algorithms. At the same time, the main attention is paid to the information value, distribution mechanism, models of interaction with the audience and commercial potential of the content published in the Kazakh language. The object of the study is media, bloggers and digital projects producing content in the Kazakh language on the platforms Instagram, Telegram and YouTube. As a research method, content analysis, questionnaires, and expert interviews of information and educational materials for the period from 2020 to 2025 were taken. The theory of the concept of Infonomics by D. Laney was used as a theoretical basis. As a result of the study, the features of media consumption of the Kazakh-language audience were systematized, cognitive, emotional and interactive models of content perception were proposed. In order to comprehensively assess the economic efficiency of content, the concept of the "index of intellectual and social capital" has been developed. Scientific research questions of the study:

What are the features of media consumption of the Kazakh-speaking audience and how do they contribute to the commercial success of content?

What is the information value of Kazakh-language content in domestic social networks and how to evaluate it as a cost-effective resource in the framework of the theory of Infonomics? The results of the study form a methodological basis that allows a systematic assessment of the economic potential of Kazakh-language digital content. The developed analysis model allows us to consider in an integrated way the influence of digital platform algorithms, the level of interactive communication with the audience and monetization strategies.