Modern Borrowings in the Terminological System of Kazakh Business: the Lexicon of Digital Marketing

This article analyzes borrowed terms in the lexicon of digital marketing, focusing on their adaptation and functioning in the Kazakh language. In the context of the global digital transformation of business, an active company presence in social networks becomes an indispensable condition for successful entrepreneurial activity. The terminology of this area encompasses new concepts related to online platforms, marketing strategies, and social media advertising. Furthermore, the necessity of studying digital marketing terms from scientific, practical, and social perspectives is substantiated. From a scientific viewpoint, this research is crucial for understanding language development through the borrowing of new vocabulary, as well as for studying the principles of borrowing (transliteration, calque, etc.) in a new industry. The practical significance lies in ensuring terminological consistency, which is important for digital marketers who require a robust terminological base. The social significance of the research is manifested in its support for state language programs, such as “Digital Kazakhstan” and the “Concept for the Development of Language Policy in the Republic of Kazakhstan for 2023-2029”, which necessitate the development of appropriate digital terminology for the successful use of the state language in modern communicative space. The research methodology includes continuous sampling, corpus analysis, contextual analysis, semantic analysis, etymological analysis, lexicographical analysis, and quantitative counting. The empirical material was drawn from marketing textbooks and texts from social media dedicated to business and digital marketing in the Kazakh language, which allowed for the identification of over 100 borrowed Anglicism terms. Active lexical borrowing is a natural process of language development in the context of globalization, ensuring effective professional communication and reflecting the adaptive capacity of the Kazakh language.

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