The role of social media in small business promotion: a comparative analysis of international experience and the practice of Uzbekistan

Maripova , Shahlo

Innovations in Science and Technologies · 2026-yil

Annotatsiya

In the context of the rapid development of digital technologies, social media has become one of the most effective tools for promoting small businesses. For small enterprises, the use of platforms such as Instagram, Telegram, Facebook, TikTok, and other social networks significantly reduces marketing costs, expands the customer base, and increases competitiveness. This article examines the role of social media in the development of small businesses, analyzes international experience in the application of digital tools, and explores the specific features of social media use among entrepreneurs in Uzbekistan. The findings demonstrate that social media has a substantial impact on brand awareness, customer trust, and sales growth. At the same time, digital marketing in Uzbekistan continues to develop actively; however, entrepreneurs still face several limitations related to digital literacy, a shortage of qualified specialists, and limited marketing strategies.

Maqola ma’lumotlari
MualliflarMaripova , Shahlo
JurnalInnovations in Science and Technologies
NashriyotТошкент давлат иқтисодиёт университети
ISSN3030-3451
Nashr sanasi2026-06-01
Jild3
Son5
Betlar87-94
TilIngliz
Ilmiy sohaIqtisodiyot
Indeksga qo‘shilgan2026-08-26

Maqolaning asl sahifasi

Kalit so‘zlar

social media, small business, digital marketing, entrepreneurship, Instagram, Telegram, Uzbekistan, business promotion, online communication.

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAMaripova , Shahlo (2026). THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN. Innovations in Science and Technologies, 3(5), 87-94. https://innoist.uz/index.php/ist/article/view/1569
GOST (OAK)Maripova , Shahlo THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN // Innovations in Science and Technologies. – 2026. – T. 3, № 5. – P. 87-94.
MLAMaripova , Shahlo. “THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN.” Innovations in Science and Technologies, 3(5), 87-94, 2026. https://innoist.uz/index.php/ist/article/view/1569
ChicagoMaripova , Shahlo. “THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN.” Innovations in Science and Technologies, 3(5), 87-94 (2026). https://innoist.uz/index.php/ist/article/view/1569
HarvardMaripova , Shahlo (2026) ‘THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN’, Innovations in Science and Technologies, 3(5), 87-94. https://innoist.uz/index.php/ist/article/view/1569
BibTeX
@article{maripovashahlo2026,
  title = {THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN},
  author = {Maripova , Shahlo},
  journal = {Innovations in Science and Technologies},
  year = {2026},
  volume = {3},
  number = {5},
  pages = {87-94},
  url = {https://innoist.uz/index.php/ist/article/view/1569}
}

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