03545ntm a22005297i 4500 000723058 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Talgatuly, Faizolla ISIS:179810 dis Digital Marketing Strategies in Kazakhstani Super-Apps : A Case Study of Kaspi and Freedom Finance eng Digital Marketing Strategies in Kazakhstani Super-Apps : A Case Study of Kaspi and Freedom Finance Faizolla Talgatuly 2025 ?? stran : digital, PDF soubor Vedoucí práce: Jan Černý Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This research study explores the digital marketing strategies adopted by the two leading super-apps in Kazakhstan, Kaspi.kz and Freedom Finance, against the backdrop of the digital boom in Kazakhstan. Super-apps affect all financial, e-commerce, and public services into single mobile platforms. Their marketing approaches are thereby gauged against engagement and digital transformation. It is upon earnestly employed methods of data collection, combing academic and industry literature and primary data collected through surveys with marketing and product professionals. The research question therefore consists of two overarching questions: (1) Which marketing strategies are used to support user engagement and retention? (2) What metrics and behaviors are important for fostering 'stickiness' in these apps? Results indicate that Kaspi.kz relies heavily on performing personalization, embedded ecosystem flows, and in-app optimization to keep users frequently in use, while Freedom Finance depends on behavioral segmentation, gamified loyalty systems, and cross-ecosystem promotion to establish long-term relationships with users. Data analytics and emerging technologies like AI fuel both applications, but have clear differences in marketing philosophy. Kaspi emphasizes transactional utility while Freedom builds on emotional engagement and community-building. Způsob přístupu: Internet data and business [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas super-apps digital marketing gamification personalization Černý, Jan ISIS:116092 ths Potančok, Martin vse20201071395 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/90202/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90202 Hlavní práce https://insis.vse.cz/zp/90202/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90202/posudek/oponent/86565 Oponentura https://insis.vse.cz/zp/90202/priloha/31021 Přiloha k práci https://insis.vse.cz/zp/90202/priloha/31022 Přiloha k práci https://insis.vse.cz/zp/90202/podrobnosti dc:identifier NEPOSILAT VSKP vse90202 250605 90202