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MEASURING THE EFFECTIVENESS OF ADVERTISING ON SOCIAL NETWORKS IN RETAIL ENTERPRISES

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Iqtisodiy taraqqiyot va tahlil

Iqtisodiy taraqqiyot va tahlil

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ARTICLE ANNOTATION

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This article analyzes the effectiveness of advertising in social networks in retail enterprises of Uzbekistan. Indicators such as ROI of advertising campaigns, level of customer engagement and segmentation were studied based on the analysis of Korzinka.uz and Makro supermarkets. As a result of the study, the impact of advertising campaigns on social networks on business results was determined, and recommendations for increasing efficiency were developed

AUTHORS

N.Karimova

Toshkent Davlat iqtisodiyot universiteti

Tags

# социальные сети# social networks# ijtimoiy tarmoqlar# retail# цифровой маркетинг# chakana savdo# reklama samaradorligi# ROI# Korzinka.uz# Makro# mijoz jalb qilish# raqamli marketing.# ритейл# эффективность рекламы# привлечение клиентов# advertising efficiency# customer attraction# digital marketing.

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Article Identifiers

ROI:

https://eroi.uz/11.0183/A1024-0010

DOI:

Not Available

References

EastFruit (2024) 'Supermarket boom continues in Uzbekistan – Makro opened 37 stores in 4 months!', EastFruit. Available at: https://east-fruit.com (Accessed: 22 August 2024).

EUROUZ (2024) 'Korzinkaʼ, Europe-Uzbekistan Association for Economic Cooperation. Available at: https://eurouz.com/korzinka (Accessed: 22 August 2024).

Hollebeek, L. D., & Macky, K. (2019). Digital content marketingʻs role in fostering consumer engagement and trust. Journal of Interactive Marketing, 45, 27-41. https://doi.org/10.1016/j.intmar.2019.01.002

Kikelomo Fadilat Anjorin, M., Ayobami Raji, H., and Olodo, H.B. (2024) 'The Influence of Social Media Marketing on Consumer Behavior in the Retail Industry: A Comprehensive Reviewʼ, International Journal of Management & Entrepreneurship Research. Available at: https://www.fepbl.com/index.php/ijmer/article/view/1123 (Accessed: 22 August 2024).

Kotler, P. and Armstrong, G. (2021) Principles of Marketing. Pearson

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.

Patias, N., Ertz, M., Sarigöllü, E., and Le Brun, A. (2019) 'Going Digital? The Impact of Social Media Marketing on Retail Website Traffic, Orders, and Salesʼ, ScienceDirect. Available at: https://www.sciencedirect.com/science/article/pii/S096969891930321X (Accessed: 22 August 2024).

Tuten, T.L. and Solomon, M.R. (2017) Social Media Marketing. 3rd edn. SAGE Publications