Tel: +998977838464
Search

№ 4 (2026)
Marketing

Ilmiy maqolalar

KORXONALARNING REKLAMA SIYOSATINI TAKOMILLASHTIRISHDA ISTEʼMOLCHILAR XULQ-ATVORININGTAʼSIR MEXANIZMLARI

Опубликован 2026-05-05

Авторы
Sobirov Azizbek Avazbekovich
pdf (узбекский) Google Scholar Google Scholar

Аннотация

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.

Ключевые слова

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

Библиографические ссылки

  1. 1. Kotler P., Keller K. L. (2016). Marketing Management. 15th ed. Harlow:
  2. Pearson Education. https://www.pearson.com/en-us/subject-catalog/p/marketingmanagement/
  3. P200000005943
  4. 2. Solomon M. R. (2020). Consumer Behavior: Buying, Having and Being. 13th
  5. ed. Harlow: Pearson. https://www.pearson.com/en-us/subject-catalog/p/consumerbehavior-buying-having-and-being/P200000005961
  6. 3. Belch G. E., Belch M. A. (2018). Advertising and Promotion: An Integrated
  7. Marketing Communications Perspective. 11th ed. New York: McGraw-Hill.
  8. https://www.mheducation.com/highered/product/advertising-promotion-integratedmarketing-communications-perspective-belch/M9781259548147.html
  9. 4. Vakratsas D., Ambler T. (1999). How advertising works: What do we really
  10. know? Journal of Marketing, 63(1), 26-43.
  11. https://doi.org/10.1177/002224299906300103
  12. 5. Petty R. E., Cacioppo J. T. (1986). The Elaboration Likelihood Model of
  13. Persuasion. Advances in Experimental Social Psychology, 19, 123-205.
  14. https://doi.org/10.1016/S0065-2601(08)60214-2
  15. 6. Lavidge R. J., Steiner G. A. (1961). A model for predictive measurements of
  16. advertising effectiveness. Journal of Marketing, 25(6), 59-62.
  17. https://doi.org/10.1177/002224296102500611
  18. 7. Lamberton, C., Stephen A. T. (2016). A thematic exploration of digital, social
  19. media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
  20. https://doi.org/10.1509/jm.15.0415
  21. 8. Kannan P. K., Li H. A. (2017). Digital marketing: A framework, review and
  22. research agenda. International Journal of Research in Marketing, 34(1), 22-45.
  23. https://doi.org/10.1016/j.ijresmar.2016.11.006

Скачивания

Данные скачивания пока недоступны.