IJTIMOIY TARMOQLARDAGI MARKETING KONTENTINING ISTE’MOLCHILARNING XARID QILISH NIYATIGA TA’SIRINI BAHOLASH
DOI:
https://doi.org/10.5281/zenodo.22209754Abstract
Mazkur maqolada ijtimoiy tarmoqlardagi marketing kontentining iste’molchilarning xarid qilish
niyatiga ta’siri baholangan. Tadqiqotda marketing kontentining axborotliligi, jozibadorligi, interaktivligi va iste’molchiga
mosligi asosiy ta’sir etuvchi omillar sifatida tanlangan. Empirik tahlil ijtimoiy tarmoqlardan faol foydalanadigan 200
nafar respondent o‘rtasida o‘tkazilgan so‘rovnoma ma’lumotlari asosida amalga oshirilgan. Ma’lumotlarni tahlil
qilishda tavsifiy statistika, Cronbach’s Alpha koeffitsiyenti, Pearson korrelatsiya tahlili va ko‘p omilli regressiya
usullaridan foydalanilgan. Natijalar marketing kontentining barcha o‘rganilgan xususiyatlari iste’molchilarning
xarid qilish niyati bilan ijobiy va statistik jihatdan ahamiyatli bog‘liqlikka ega ekanligini ko‘rsatgan. Iste’molchiga
moslashtirilgan kontent xarid qilish niyatiga eng kuchli ta’sir ko‘rsatuvchi omil sifatida aniqlangan. Tadqiqot yakunida
korxonalarning ijtimoiy tarmoqlardagi marketing kontentini auditoriya ehtiyojlariga moslashtirish, uning axborotliligi
va interaktivligini oshirish hamda kontent samaradorligini muntazam baholab borish bo‘yicha amaliy takliflar ishlab
chiqilgan.
Keywords
ijtimoiy tarmoqlar, marketing kontenti, raqamli marketing, iste’molchi xulqi, xarid qilish niyati, interaktivlik, axborotlilik, personalizatsiya, ijtimoiy media marketingi.References
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