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Ushbu maqolada Oʻzbekiston chakana savdo korxonalarida ijtimoiy tarmoqlardagi reklama samaradorligi tahlil qilinadi. Korzinka.uz va Makro supermarketlari misolida olib borilgan tahlillar asosida reklama kampaniyalarining ROI, mijoz jalb qilish darajasi va segmentatsiyasi kabi koʻrsatkichlar oʻrganildi. Tadqiqot natijasida ijtimoiy tarmoqlardagi reklama kampaniyalarining biznes natijalariga taʼsiri aniqlanib, samaradorlikni oshirish boʻyicha tavsiyalar ishlab chiqildi.

  • Read count 29
  • Date of publication 30-08-2024
  • Main LanguageO'zbek
  • Pages56-60
Ўзбек

Ushbu maqolada Oʻzbekiston chakana savdo korxonalarida ijtimoiy tarmoqlardagi reklama samaradorligi tahlil qilinadi. Korzinka.uz va Makro supermarketlari misolida olib borilgan tahlillar asosida reklama kampaniyalarining ROI, mijoz jalb qilish darajasi va segmentatsiyasi kabi koʻrsatkichlar oʻrganildi. Tadqiqot natijasida ijtimoiy tarmoqlardagi reklama kampaniyalarining biznes natijalariga taʼsiri aniqlanib, samaradorlikni oshirish boʻyicha tavsiyalar ishlab chiqildi.

Русский

В данной статье анализируется эффективность рекламы в социальных сетях на предприятиях розничной торговли Узбекистана. Такие показатели, как ROI рекламных кампаний, уровень вовлеченности клиентов и сегментация были изучены на основе анализа супермаркетов Korzinka.uz и Makro. В результате исследования определено влияние рекламных кампаний в социальных сетях на результаты бизнеса и разработаны рекомендации по повышению эффективности.

English

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

№ Author name position Name of organisation
1 Karimova N.D. -- Toshkent Davlat iqtisodiyot universiteti
№ Name of reference
1 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).
2 EUROUZ (2024) 'Korzinkaʼ, Europe-Uzbekistan Association for Economic Cooperation. Available at: https://eurouz.com/korzinka (Accessed: 22 August 2024).
3 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
4 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).
5 Kotler, P. and Armstrong, G. (2021) Principles of Marketing. Pearson
6 Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
7 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).
8 Tuten, T.L. and Solomon, M.R. (2017) Social Media Marketing. 3rd edn. SAGE Publications
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