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No. 2 (2025)
Marketing

Articles

DIGITAL MARKETING TOOLS IN HIGHER EDUCATION INSTITUTIONS: SOCIO-ECONOMIC MECHANISMS OF USING SOCIAL MEDIA MARKETING

Published 2025-02-28

Authors
Xamidov Obidjon Xafizovich a , Baxtiyorova Nigina Ulugʻbek qizi b
Affiliations
a Professor of Bukhara State University, Doctor of Economics
b Bukhara State University Master of Digital Economy
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Abstract

This article analyzes the socio -economic mechanisms of using digital marketing tools, particularly social media marketing, in higher education institutions. Social media platforms play a crucial role for universities in attracting students, shaping brand 415 image, popularizing scientific and educational content, and strengthening connections with alumni. The study explores the role of social media marketing in the higher education system, its effectiveness, and economic aspects. Furthermore, the article exami nes how higher education institutions can achieve economic sustainability, enhance education quality, and increase student engagement through social media marketing.

Keywords

higher education institutions, digital marketing, social media marketing, education and technology, economic efficiency, student engagement, marketing strategies, brand image, scientific content distribution

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