Tel: +998977838464
Search

No. 4 (2026)
Marketing

Ilmiy maqolalar

RAQAMLI REKLAMA VOSITALARINING ISTEʼMOLCHILAR XARID XULQ-ATVORIGA TAʼSIRINI BAHOLASH

Published 2026-05-15

Authors
Abduxalilova Laylo Toʻxtasinovna
pdf (Uzbek) Google Scholar Google Scholar

Abstract

Mazkur maqolada raqamli reklama vositalarining isteʼmolchilar xarid xulq-atvoriga taʼsiri tadqiq etildi. Tadqiqot davomida “Premier Electrotech” MCHJ misolida isteʼmolchilarning raqamli reklama kontentiga munosabati, reklamaning xarid niyatiga taʼsiri hamda reklama kanallarining samaradorligi empirik jihatdan baholandi. Google Forms platformasi orqali oʻtkazilgan soʻrovnoma natijalari asosida reklama kontentining qiziqarliligi, chegirma va aksiyalarning xarid qaroriga taʼsiri hamda qisqa video formatlarning samaradorligi aniqlandi. Tadqiqot natijalari Instagram va qisqa video formatdagi reklamalarning isteʼmolchi eʼtiborini jalb qilishda yuqori natija koʻrsatishini tasdiqladi. Shuningdek, mahsulot xususiyatlariga yoʻnaltirilgan kontent va foydalanuvchi kontenti reklama samaradorligini oshiruvchi muhim omillar sifatida baholandi.

Keywords

raqamli reklama, isteʼmolchi xulq-atvori, xarid niyati, Instagram reklamalari, video marketing, reklama samaradorligi, personalizatsiya, UGC.

References

  1. 1.Statista. (2024). Digital Advertising - Worldwide: Market Forecast 2024-2029. Statista Research Department. https://www.statista.com/outlook/dmo/digital-advertising/worldwide
  2. 2.Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson Education.
  3. 3.Yılmaz, C., & Özer, G. (2023). Consumer attitudes toward digital advertising: An integrative review and future directions. Computers in Human Behavior, 141, 107621. https://doi.org/10.1016/j.chb.2022.107621
  4. 4.Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2023). Understanding the impact of personalized digital advertising on purchase intention: Mediating role of perceived value. Journal of Retailing and Consumer Services, 72, 103284. https://doi.org/10.1016/j.jretconser.2023.103284
  5. 5.ICTA Uzbekistan. (2024). Annual Report on ICT Development in Uzbekistan 2023-2024. Information and Communication Technologies Development Agency.
  6. 6.Sharopova, N. (2023). Possibilities of Using Methods and Digital Technologies of Data Analysis in Entrepreneurial Marketing Research in the Conditions of Uzbekistan: A Conceptual Framework. International Journal of Social Science Research and Review, 6(5), 262-270. https://doi.org/10.47814/ijssrr.v6i5.1137
  7. 7.Rahman, M. A., & Hossain, M. A. (2022). Factors influencing consumersʼ digital advertising avoidance in emerging markets. Asia Pacific Journal of Marketing and Logistics, 34(8), 1743-1762. https://doi.org/10.1108/APJML-05-2021-0309
  8. 8.Dwivedi, Y. K., Ismagilova, E., Sarker, P., Raman, R., Karjaluoto, H., Slade, E., & Williams, M. D. (2023). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2021.102168
  9. 9.Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2023). Understanding the impact of personalized digital advertising on purchase intention: Mediating role of perceived value. Journal of Retailing and Consumer Services, 72, 103284. https://doi.org/10.1016/j.jretconser.2023.103284

Downloads

Download data is not yet available.