Effectiveness of using digital communication platforms in promoting Chinese cars in the Kazakhstan market

Abstract

Against the backdrop of China’s automotive export expansion and Kazakhstan’s booming new energy vehicle demand, digital communication has become a core marketing channel for Chinese automobile brands to penetrate the Central Asian market. This study investigates the effectiveness of mainstream digital platforms in promoting Chinese cars in Kazakhstan, adopting a mixed-methods approach combining questionnaire surveys and content analysis. Based on digital marketing communication theory and market adaptation theory, it empirically analyzes platform coverage, user engagement, and conversion efficiency. The research finds that short-video platforms yield the highest marketing conversion rate, while social networking platforms excel in brand awareness diffusion. Existing studies lack targeted empirical evidence on emerging automotive markets in Central Asia and differentiated digital strategy verification. This study fills the regional research gap and proposes differentiated digital promotion strategies matching Kazakhstan’s consumer characteristics. The findings provide practical digital marketing optimization solutions for Chinese automotive enterprises’ overseas market layout.