Kazakh Ablai Khan University of International Relations and World Languages

In the context of digital marketing development, effective management of consumer attention is becoming a crucial task for small and medium-sized enterprises (SMEs). Traditional methods of marketing analysis do not fully reveal the mechanisms of unconscious consumer perception, which increases the relevance of applying neuromarketing approaches. The aim of this study is to evaluate the impact of video content structure (human presence and emotional dynamics) on the emotional and physiological responses of consumers. During the study, based on the iMotions platform and using FaceReading and GSR methods, a comparison of two types of videos was conducted: with and without human presence. The research results demonstrated that video content featuring a human increases emotional engagement, and that the change in emotions over time significantly affects consumer interest. The scientific novelty of the work lies in considering video content not as static, but as an emotional process evolving over time. The research results can be applied to improve digital marketing strategies, particularly to enhance the advertising effectiveness of small and medium-sized enterprises. The practical significance of the work consists in substantiating the role of emotional dynamics and anthropomorphic elements in the creation of video advertising.

IntroductionThis study compares two asymmetrical security models in Eurasia: Europe’s NATO-centered security architecture, which relies on extended nuclear deterrence, and Kazakhstan’s institutionalized strategy of denuclearization.MethodsThe theoretical framework is grounded primarily in classical realism, especially Morgenthau’s state-centric understanding of power and national interest, while Aron’s work is used to clarify the relationship between military force and diplomacy. The study uses structured qualitative comparative case study supported by descriptive quantitative indicators for the period 1991–2025. The empirical basis includes indicators of global nuclear arsenals, defense expenditure, and institutional security assessments drawn from standardized international datasets.ResultsThis article argues that nuclear deterrence and denuclearization represent structurally distinct security logics rather than comparable variants. While European security remains embedded in extended deterrence structures mediated through NATO and key nuclear states, Kazakhstan’s security model is based on strategic denuclearization and multilateral non-proliferation commitments.DiscussionThe comparison demonstrates that these models reflect different positions within the global nuclear order rather than alternative implementations of a single deterrence framework. The article contributes by reframing the comparison as one between Europe’s NATO-centered security architecture and Kazakhstan’s denuclearized security model. Rather than comparing equivalent political actors, the study compares two distinct forms of institutional embeddedness within the global nuclear order.

The relevance of the study is caused by insufficient scholarly examination of the Islamic manuscript book as an integral artistic object, especially during the key period of transition from manuscript to early print culture. The aim of the work is to identify the interrelationship between material form, artistic design, and genre content of Central Asian manuscripts. The research was conducted using a comprehensive methodology, including comparative analysis of manuscript and lithographic techniques, stylistic analysis of calligraphy and miniatures, as well as the study of material carriers such as paper, inks, and bindings. The main results showed that calligraphy occupied a dominant position in the hierarchy of the arts, and the choice of scripts, such as naskh or nasta'liq, was directly linked to the genre of the work - didactic, poetic, or historical. It was established that figurative and non-figurative elements of the manuscript functioned as “paratext”, where the ornamental programme signalled the sacred or secular nature of the text, and miniatures performed various functions depending on the genre, from exegetical (interpretative) in Qur'anic narratives to narrative in epic literature and documentary in chronicles. This study confirmed that the Islamic manuscript constituted an integral artistic object in which every material and aesthetic component was deliberately used to interpret and enhance the communicative function of the text. The results obtained propose an analytical model for analysing the manuscript as a dynamic space in which artistic form was strategically determined by intellectual objectives, reflecting complex cultural hierarchies and values. The practical significance of the conducted research lies in the development of an interdisciplinary analytical model that provides the possibility not only of descriptive analysis but also of interpretation of manuscript material as an integral cultural artefact. The results obtained and the methodological approaches may be used in subsequent studies of manuscript collections and in related fields of the humanities.

This article examines the conditions under which the Organization of Turkic States (OTS) can transition from symbolic-ideological coordination to sustainable economic integration. Its central focus is the structural «rhetoric–outcome» gap that emerges when political consolidation outpaces institutional implementability and material effects. The theoretical framework integrates regionalism, neofunctionalism, intergovernmental analysis, and geoeconomics. Empirically, the study follows an explanatory mixed-methods design combining comparative institutional analysis, process tracing, and a descriptive assessment of dynamics in trade, transit, investment, and regulatory compatibility. The findings show that pan-ideational solidarity is an important source of legitimacy and mobilization, but cannot ensure long-term sustainability unless converted into enforceable institutions. The resilience of the OTS depends on the quality of implementation mechanisms, the density of economic-policy coordination, and a balanced distribution of gains among participants. The Middle Corridor case highlights the dual nature of current trends: despite growing geoeconomic relevance, persistent infrastructural, regulatory, and governance constraints continue to limit reproducible integration effects. Scenario analysis identifies three trajectories of OTS evolution-inertial, limited-pragmatic, and transformational and demonstrates that only the transition to an «economic belt» model creates the preconditions for long-term organizational viability. The key policy implication is the need to move from declarative integration to managed economic cooperation based on enforceable commitments, project financing, measurable KPIs, and institutionalized performance monitoring. Key words: Organization of Turkic States (OTS), regional integration, pan-ideational solidarity, economic implementability, rhetoric-outcome gap, institutional coordination, Middle Corridor, geoeconomics, regulatory harmonization, transit connectivity, investment cooperation, scenario analysis.