Digital marketing has become a key factor that determines the competitiveness and growth of small enterprises across the world. Within Uzbekistan, the phenomenal adoption of digital technologies, the growth of internet penetration, and the growing popularity social media platforms, have fueled a revolutionary change in the marketing landscape. Small and medium-sized enterprises (SMEs) are also increasingly using digital tools to help them promote their products, engage with their customers and expand their market reach. This investigation examines key digital marketing approaches that are used by small businesses in Uzbekistan and assesses their effectiveness in improving business performance. Drawing upon a qualitative methodology, combining the analysis of academic publications, industry reports, digital marketing studies relevant to the Republic of Uzbekistan, the results show that social media marketing, search engine optimisation (SEO), influencer marketing and e-commerce platforms are the most widely used methods among SMEs in the Republic of Uzbekistan. Notwithstanding the ubiquitous use of digital marketing, many small enterprises face challenges related to digital literacy, financial resources, and strategic planning. The study concludes that augmentation of digital competencies, investment in analytics tools as well as development of integrated marketing strategies can play a significant role in boosting SME competitiveness in the Uzbek market.
| Mualliflar | Maripova , Shaxlo, Марипова , Шахло, Марипова , Шахло |
|---|---|
| Jurnal | Иқтисодий тараққиёт ва таҳлил |
| Nashriyot | Ўзбекистон иқтисодиётини ривожлантиришнинг илмий-тадқиқот маркази |
| ISSN | 2992-877X |
| Nashr sanasi | 2026-03-31 |
| Jild | 4 |
| Son | 3 |
| Betlar | 369-375 |
| Til | Ingliz |
| Ilmiy soha | Iqtisodiyot |
| DOI | 10.60078/2992-877x-2026-vol4-iss3-pp369-375 |
| Indeksga qo‘shilgan | 2026-08-27 |
DOI: 10.60078/2992-877x-2026-vol4-iss3-pp369-375 · Maqolaning asl sahifasi
digital marketing, SMEs, social media marketing in Uzbekistan, e-commerce, search engine optimization, digital transformation, цифровой маркетинг, МСП, Узбекистан, маркетинг в социальных сетях, электронная коммерция, поисковая оптимизация, цифровая трансформация, рақамли маркетинг, Ўзбекистон ижтимоий тармоқларда маркетинг, электрон тижорат, қидирув тизимларини оптималлаштириш, рақамли трансформация
| APA | Maripova , Shaxlo, Марипова , Шахло, & Марипова , Шахло (2026). DIGITAL MARKETING STRATEGIES DEPLOYED BY SMALL BUSINESSES COMPANIES IN UZBEKISTAN. Иқтисодий тараққиёт ва таҳлил, 4(3), 369-375. https://doi.org/10.60078/2992-877x-2026-vol4-iss3-pp369-375 |
|---|---|
| GOST (OAK) | Maripova , Shaxlo, Марипова , Шахло, Марипова , Шахло DIGITAL MARKETING STRATEGIES DEPLOYED BY SMALL BUSINESSES COMPANIES IN UZBEKISTAN // Иқтисодий тараққиёт ва таҳлил. – 2026. – T. 4, № 3. – P. 369-375. – DOI: 10.60078/2992-877x-2026-vol4-iss3-pp369-375. |
| MLA | Maripova , Shaxlo, Марипова , Шахло, and Марипова , Шахло. “DIGITAL MARKETING STRATEGIES DEPLOYED BY SMALL BUSINESSES COMPANIES IN UZBEKISTAN.” Иқтисодий тараққиёт ва таҳлил, 4(3), 369-375, 2026. https://doi.org/10.60078/2992-877x-2026-vol4-iss3-pp369-375 |
| Chicago | Maripova , Shaxlo, Марипова , Шахло, and Марипова , Шахло. “DIGITAL MARKETING STRATEGIES DEPLOYED BY SMALL BUSINESSES COMPANIES IN UZBEKISTAN.” Иқтисодий тараққиёт ва таҳлил, 4(3), 369-375 (2026). https://doi.org/10.60078/2992-877x-2026-vol4-iss3-pp369-375 |
| Harvard | Maripova , Shaxlo, Марипова , Шахло, and Марипова , Шахло (2026) ‘DIGITAL MARKETING STRATEGIES DEPLOYED BY SMALL BUSINESSES COMPANIES IN UZBEKISTAN’, Иқтисодий тараққиёт ва таҳлил, 4(3), 369-375. https://doi.org/10.60078/2992-877x-2026-vol4-iss3-pp369-375 |
| BibTeX | @article{maripovashaxlo2026,
title = {DIGITAL MARKETING STRATEGIES DEPLOYED BY SMALL BUSINESSES COMPANIES IN UZBEKISTAN},
author = {Maripova , Shaxlo and Марипова , Шахло and Марипова , Шахло},
journal = {Иқтисодий тараққиёт ва таҳлил},
year = {2026},
volume = {4},
number = {3},
pages = {369-375},
doi = {10.60078/2992-877x-2026-vol4-iss3-pp369-375},
url = {https://doi.org/10.60078/2992-877x-2026-vol4-iss3-pp369-375}
} |
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