Abstract
This study analyzed how social media creates challenges and opportunities for individuals in crisis situations. This study used a case study approach to examine domestic violence crises. The former Minister of Economy and Assistant to ex-President Nazarbayev Quandyq Bishimbaev was detained in Kazakhstan and is suspected of murdering his wife Saltanat Nukenova. This incident attracted unprecedented media attention and resonance created by the status of the official and the scale of his figure. In connection with the death of Saltanat Nukenova, young Kazakh women launched a flash mob, “Tired of Enduring,” on social networks, where they presented themselves as victims of domestic violence.Thousands of women in Kazakhstan suffer from beatings every day, from rape and humiliation, and no one shouts about it - because they are deprived of status and access to publicity. Culture influences how stakeholders perceive and respond to a crisis. Crises have far-reaching consequences. Social media has changed the way crisis information is created and shared. In the digital age, news about a crisis is no longer monopolized by the dominant media; instead, it can spread across social media and reach a large audience almost instantly. The study aimed to highlight the importance of effective use of social media, especially the role of influential bloggers, by understanding cultural nuances to engage stakeholders in Kazakhstan during crises.