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Electronic bazaar: Social Media as a marketplace in contemporary Kazakhstan

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dc.contributor.author Kagarmanova, Aigerim
dc.date.accessioned 2018-05-28T08:35:46Z
dc.date.available 2018-05-28T08:35:46Z
dc.date.issued 2018
dc.identifier.citation Kagarmanova, Aigerim (2018) Electronic bazaar: Social Media as a marketplace in contemporary Kazakhstan. Nazarbayev University, School of Humanities and Social Sciences. en_US
dc.identifier.uri http://nur.nu.edu.kz/handle/123456789/3195
dc.description.abstract This study focuses on different modalities of social media trade in Kazakhstan and how sellers create trust online using platform features, personal skills and physical locations of stores associated with social media accounts. Researching this topic in Kazakhstan locates this study in a specifically interesting intersection of trade, technology, informality and trust. Social media trade is a part of electronic commerce that is new and technologically advanced type of business, however many traders work informally as they fail to meet legal norms as business registration, paying taxes and giving receipts. Just as individual traders poured to the streets in the period of perestroika, modern day small business owners have occupied social media and turned it into an electronic bazaar. As shops located at bazaars transfer their stores online, and traders learn new technology in order to increase their sales, this study challenges the notion of bazaars being static and backward.   Driven by the question of trust building in a complex realm of electronic but yet informal trade, I focus on a concept of a “living account” that is coined by my ethnographic data (interviews, observations and social media content analysis). I explore different dimensions of trade both online and offline to understand how these realms are intertwined in the question of informality and trust. I argue that the "aliveness" of an account produced through regular contact allows sellers to create trust that results in a successful sale. So, as long as an account is perceived to be “living” the question of formal registration, taxes and receipts is not relevant to customers. en_US
dc.language.iso en en_US
dc.publisher Nazarbayev University School of Sciences and Humanities en_US
dc.rights Attribution-NonCommercial-ShareAlike 3.0 United States *
dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/3.0/us/ *
dc.subject informal trade en_US
dc.subject social media en_US
dc.subject online trust en_US
dc.subject animation en_US
dc.subject e-commerce en_US
dc.subject brand en_US
dc.subject self-brand en_US
dc.subject phatic labour en_US
dc.subject Instagram en_US
dc.subject post-soviet market developments en_US
dc.title Electronic bazaar: Social Media as a marketplace in contemporary Kazakhstan en_US
dc.type Thesis en_US
workflow.import.source science

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