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No. 9 (2026)
Marketing

Scientific articles

SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI

DOI 10.67668/mj/2026iss9/2140 Pages 897-906

Published 2026-09-07

Authors
Vafoyev Boburjon Rasulovich
Affiliation
Tashkent State University of Economics image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
PDF (Uzbek) Google Scholar Google Scholar

Abstract

This article examines the methodological foundations for enhancing fan engagement through digital marketing channels in sports organizations and proposes a model for optimizing information flows. The main objective is to identify the quantitative relationship between digital marketing channels (social media, mobile applications, and OTT platforms) and audience engagement indicators and, on this basis, propose an optimal information flow model for sports organizations. The study employs comparative analysis of data from the United States, China, Germany, South Korea, the United Kingdom, and Uzbekistan for the period 2020-2026. Panel regression analysis reveals a statistically significant effect of digital marketing expenditure on audience engagement (β = 0.71; p < 0.01). Based on these findings, a three-layer Information Flow Optimization Model (IFOM) is proposed for sports organizations. Practical recommendations are tailored to the digital transformation strategy for sports marketing in Uzbekistan. The feedback mechanism of the model returns outcome-layer data to the data layer and enables continuous improvement of the marketing strategy.

Keywords

digital marketing, information flows, sports audiences, fan engagement, OTT platform, panel regression, sports marketing, digital transformation

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