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Son 4 (2026)
Marketing

Ilmiy maqolalar

KORXONALARNING REKLAMA SIYOSATINI TAKOMILLASHTIRISHDA ISTEʼMOLCHILAR XULQ-ATVORININGTAʼSIR MEXANIZMLARI

Nashr etilgan 2026-05-05

Mualliflar
Sobirov Azizbek Avazbekovich
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Annotatsiya

Maqolada korxonalarning reklama siyosatini takomillashtirishda isteʼmolchilar
xulq-atvorining taʼsir mexanizmlari empirik asosda tahlil qilindi. Tadqiqot doirasida
107 nafar respondent oʻrtasida oʻtkazilgan onlayn soʻrov natijalari asosida reklama
xabarining kognitiv, affektiv va konatif darajalarda qabul qilinishi baholandi. Reklama
tushunarliligi yuqori, qiziqarliligi va sotib olishga taʼsiri oʻrtacha darajada ekani
aniqlandi. Instagram asosiy reklama kanali sifatida ustunlik qilgani, aksiya va
chegirmalar esa xarid qaroriga kuchli taʼsir koʻrsatgani kuzatildi. Mutaxassis
ishtirokidagi reklama eng yuqori ishonch darajasini namoyon etdi. Tadqiqot natijalari
asosida reklama siyosatini segmentatsiyalash, affektiv komponentni kuchaytirish va
raqamli kanallardan samarali foydalanish boʻyicha amaliy takliflar ishlab chiqildi.

Kalit so'zlar

reklama siyosati, isteʼmolchi xulq-atvori, taʼsir mexanizmlari, raqamli marketing, Instagram, AIDA modeli, ELM, sotib olish qarori

Adabiyotlar ro'yxati

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