FORMATION OF THE IMAGE OF A CIVIL SERVANT IN KAZAKHSTAN USING POLITICAL MARKETING TECHNOLOGIES

Abstract

This article is devoted to the study of the formation of the image of a civil servant in Kazakhstan using political marketing technologies. The image of a civil service employee serves as an indicator of the level of public confidence, and also reflects in detail the assessment of the effectiveness of government reforms. The study aims to examine the formation of a civil servant's image in Kazakhstan through political marketing technologies to enhance public administration efficiency and citizen trust. The methodology includes focus groups with two-way interviews, remote formats, and statistical analysis using IBM SPSS Statistics and Microsoft Excel 2019 (Kruskal-Wallis criterion, Spearman's rank correlation). It is revealed that the image of a civil servant is a complex system in the form of a holistic image of a public sector employee in the minds of the population. Among the common marketing technologies, the most suitable for image formation are: product placement, digital marketing and selective technologies. The balanced use of these political marketing technologies will strengthen the authority of the state apparatus and increase confidence in the image of a civil servant of Kazakhstan in the long term.