O‘ZBEKISTON OLIY TA’LIM MUASSASALARIDA RAQAMLI BRENDNI SHAKLLANTIRISHDA IJTIMOIY TARMOQLARNING TA’SIRI
Kalit so‘zlar:
raqamli brend, ijtimoiy tarmoqlar, oliy ta’lim, raqamli marketing, kontent strategiyasi, brend imiji, kommunikatsiya.Annotatsiya
Ushbu maqolada O‘zbekiston oliy ta’lim muassasalarida raqamli brendni
shakllantirishda ijtimoiy tarmoqlarning roli va samaradorligi tahlil qilingan. Tadqiqotda internet va
ijtimoiy media foydalanuvchilari sonining o‘sishi, universitetlarning raqamli kommunikatsiya
strategiyalari hamda brend imijini mustahkamlashdagi kontent marketing vositalari o‘rganilgan.
Shuningdek, TDIU, WIUT, IUT, TATU va TTPU kabi OTMlarning ijtimoiy tarmoqlardagi faolligi solishtirilib,
samarali brendlash amaliyoti uchun tavsiyalar ishlab chiqilgan. Maqola yakunida ijtimoiy tarmoqlarning
raqamli marketing tizimidagi markaziy o‘rni hamda universitetlar uchun strategik ahamiyati asoslab
berilgan.
Manbalar
Amirkulov A. Marketing faoliyatining raqamli kommunikatsiya jihatlari // Marketing Journal Uzbekistan. – 2024. – Vol. 2, № 1. – B. 77–85.
Ashley C., Tuten T. Creative Strategies in Social Media Marketing // Business Horizons. – 2020. – Vol. 63, № 2. – P. 115–124.
Bardasuc M. The Role of Digital Communication in University Branding During COVID-19 // European Education Studies. – 2021. – Vol. 9, № 4. – P. 21–34.
DataReportal. Digital 2025: Uzbekistan Report [Elektron resurs]. – 2025. – URL: https://datareportal.com/reports/digital-2025-uzbekistan (murojaat qilingan sana: 01.09.2026).
Dwivedi Y.K., Ismagilova E., Hughes D.L., Carlson J., Filieri R., Jacobson J. va boshq. Setting the Future of Digital and Social Media Marketing Research // International Journal of Information Management. – 2021. – Vol. 59. – Article 102168.
Google. Digital Garage: Learn Digital Marketing Skills Online [Elektron resurs]. – 2024. – URL: https://learndigital.withgoogle.com (murojaat qilingan sana: 01.09.2026).
Hootsuite Insights. Measuring Social Media Sentiment for Brand Health [Elektron resurs]. – 2024. – URL: https://www.hootsuite.com (murojaat qilingan sana: 01.09.2026).
Kapoor K.K., Dwivedi Y.K. Social Media in Higher Education Branding // Journal of Business Research. – 2023. – Vol. 158. – P. 113–129.
Kaur H., Singh J. Digital Branding in Higher Education Institutions: A User-Generated Content Perspective // International Journal of Marketing Studies. – 2022. – Vol. 14, № 3. – P. 45–56.
Kotler P., Keller K. Marketing Management. – 15th ed. – Pearson Education, 2016.
Schivinski B., Dabrowski D. The Impact of Social Media Communication on Brand Trust and Equity // Journal of Marketing Communications. – 2020. – Vol. 26, № 5. – P. 510–526.
Toshkent davlat iqtisodiyot universiteti. Rasmiy Instagram sahifasi tahlili [Elektron resurs]. – 2024.
Vestminster xalqaro universiteti (Toshkent). YouTube platformasida “Student Life” videobloglari orqali talabalar hayoti va kampus madaniyatini targ‘ib etish [Elektron resurs]. – 2024. – URL: https://www.wiut.uz/studentlife (murojaat qilingan sana: 01.09.2026).
Inxa universiteti (Toshkent). “Campus Day” tadbirlari va talabalar tomonidan yaratilgan media kontent [Elektron resurs]. – 2024. – URL: https://inha.uz/en/news/ (murojaat qilingan sana: 01.09.2026).
Toshkent axborot texnologiyalari universiteti. “Digital Campus Life”: Telegram platformasi orqali raqamli brend kommunikatsiyasi [Elektron resurs]. – 2024. – URL: https://t.me/tuituz_official (murojaat qilingan sana: 01.09.2026).