Content analysis of social media influencer engagement to marketing product in Uzbekistan

Abduhakimov, Azmiddinjon, R Nelly Nur Apandi, Yangiboyev, Sirojiddin

Яшил иқтисодиёт ва тараққиёт · 2024-yil

Annotatsiya

This study examines the engagement of social media influencers in marketing products in Uzbekistan, focusingon gender differences in content and communication strategies. The research analyzes Instagram posts and captionsfrom 20 Uzbek influencers, comprising 10 women and 10 men, using a content analysis method. Data was collectedthrough probability sampling and analyzed using descriptive statistics and the SPSS software. The results revealsignificant differences in visual characteristics, caption composition, and the frequency of endorsement posts betweenmale and female influencers. Female influencers tend to use more words in captions and exhibit higher engagement rates.This study underscores the importance of leveraging influencer engagement for effective digital marketing in Uzbekistan.The findings suggest that strategic use of social media can enhance brand awareness, customer engagement, andultimately drive business outcomes. Addressing the digital literacy gap and improving local language content areessential for maximizing the benefits of social media marketing. The implications of this study provide valuable insightsfor businesses aiming to enhance their digital marketing strategies in the Uzbek market.

Maqola ma’lumotlari
MualliflarAbduhakimov, Azmiddinjon, R Nelly Nur Apandi, Yangiboyev, Sirojiddin
JurnalЯшил иқтисодиёт ва тараққиёт
NashriyotТошкент давлат иқтисодиёт университети
ISSN2992-8982
Nashr sanasi2024-06-30
Jild2
Son6
TilIngliz
Ilmiy sohaIqtisodiyot
Indeksga qo‘shilgan2026-08-26

Maqolaning asl sahifasi

Kalit so‘zlar

Influencer marketing, social media engagement, digital marketing, Uzbekistan, Instagram analytics, gender differences, content analysis, digital literacy, brand awareness, customer engagement.

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAAbduhakimov, Azmiddinjon, R Nelly Nur Apandi, & Yangiboyev, Sirojiddin (2024). Content analysis of social media influencer engagement to marketing product in Uzbekistan. Яшил иқтисодиёт ва тараққиёт, 2(6). https://www.yashil-iqtisodiyot-taraqqiyot.uz/journal/index.php/GED/article/view/2350
GOST (OAK)Abduhakimov, Azmiddinjon, R Nelly Nur Apandi, Yangiboyev, Sirojiddin Content analysis of social media influencer engagement to marketing product in Uzbekistan // Яшил иқтисодиёт ва тараққиёт. – 2024. – T. 2, № 6.
MLAAbduhakimov, Azmiddinjon, R Nelly Nur Apandi, and Yangiboyev, Sirojiddin. “Content analysis of social media influencer engagement to marketing product in Uzbekistan.” Яшил иқтисодиёт ва тараққиёт, 2(6), 2024. https://www.yashil-iqtisodiyot-taraqqiyot.uz/journal/index.php/GED/article/view/2350
ChicagoAbduhakimov, Azmiddinjon, R Nelly Nur Apandi, and Yangiboyev, Sirojiddin. “Content analysis of social media influencer engagement to marketing product in Uzbekistan.” Яшил иқтисодиёт ва тараққиёт, 2(6) (2024). https://www.yashil-iqtisodiyot-taraqqiyot.uz/journal/index.php/GED/article/view/2350
HarvardAbduhakimov, Azmiddinjon, R Nelly Nur Apandi, and Yangiboyev, Sirojiddin (2024) ‘Content analysis of social media influencer engagement to marketing product in Uzbekistan’, Яшил иқтисодиёт ва тараққиёт, 2(6). https://www.yashil-iqtisodiyot-taraqqiyot.uz/journal/index.php/GED/article/view/2350
BibTeX
@article{abduhakimovazmiddinjon2024,
  title = {Content analysis of social media influencer engagement to marketing product in Uzbekistan},
  author = {Abduhakimov, Azmiddinjon and R Nelly Nur Apandi and Yangiboyev, Sirojiddin},
  journal = {Яшил иқтисодиёт ва тараққиёт},
  year = {2024},
  volume = {2},
  number = {6},
  url = {https://www.yashil-iqtisodiyot-taraqqiyot.uz/journal/index.php/GED/article/view/2350}
}

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