Sport sohasida axborot oqimlarini boshqarish va marketing strategiyalarining raqamli transformatsiyasi

Vafoyev Boburjon Rasulovich

Marketing · 2026-yil

Annotatsiya

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.

Maqola ma’lumotlari
MualliflarVafoyev Boburjon Rasulovich
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-09-07
Son9
Betlar897-906
TilO‘zbek
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026iss9/2140
Indeksga qo‘shilgan2026-10-13

DOI: 10.67668/mj/2026iss9/2140 · Maqolaning asl sahifasi

Kalit so‘zlar

raqamli marketing, axborot oqimlari, sport auditoriyasi, fan engagement, OTT-platforma, panel regressiya, sport marketingi, raqamli transformatsiya, цифровой маркетинг, информационные потоки, спортивная аудитория, fan engagement, OTT-платформа, панельная регрессия, спортивный маркетинг, цифровая трансформация, digital marketing, information flows, sports audiences, fan engagement, OTT platform, panel regression, sports marketing, digital transformation

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAVafoyev Boburjon Rasulovich (2026). SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI. Marketing, (9), 897-906. https://doi.org/10.67668/mj/2026iss9/2140
GOST (OAK)Vafoyev Boburjon Rasulovich SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI // Marketing. – 2026. – № 9. – B. 897-906. – DOI: 10.67668/mj/2026iss9/2140.
MLAVafoyev Boburjon Rasulovich. “SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI.” Marketing, (9), 897-906, 2026. https://doi.org/10.67668/mj/2026iss9/2140
ChicagoVafoyev Boburjon Rasulovich. “SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI.” Marketing, (9), 897-906 (2026). https://doi.org/10.67668/mj/2026iss9/2140
HarvardVafoyev Boburjon Rasulovich (2026) ‘SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI’, Marketing, (9), 897-906. https://doi.org/10.67668/mj/2026iss9/2140
BibTeX
@article{vafoyevboburjonrasulovich2026,
  title = {SPORT SOHASIDA AXBOROT OQIMLARINI BOSHQARISH VA MARKETING STRATEGIYALARINING RAQAMLI TRANSFORMATSIYASI},
  author = {Vafoyev Boburjon Rasulovich},
  journal = {Marketing},
  year = {2026},
  number = {9},
  pages = {897-906},
  doi = {10.67668/mj/2026iss9/2140},
  url = {https://doi.org/10.67668/mj/2026iss9/2140}
}

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