THE ROLE OF SOCIAL MEDIA IN SMALL BUSINESS PROMOTION: A COMPARATIVE ANALYSIS OF INTERNATIONAL EXPERIENCE AND THE PRACTICE OF UZBEKISTAN
Keywords:
social media, small business, digital marketing, entrepreneurship, Instagram, Telegram, Uzbekistan, business promotion, online communication.Abstract
In the context of the rapid development of digital technologies, social media has become one of the most effective tools for promoting small businesses. For small enterprises, the use of platforms such as Instagram, Telegram, Facebook, TikTok, and other social networks significantly reduces marketing costs, expands the customer base, and increases competitiveness. This article examines the role of social media in the development of small businesses, analyzes international experience in the application of digital tools, and explores the specific features of social media use among entrepreneurs in Uzbekistan. The findings demonstrate that social media has a substantial impact on brand awareness, customer trust, and sales growth. At the same time, digital marketing in Uzbekistan continues to develop actively; however, entrepreneurs still face several limitations related to digital literacy, a shortage of qualified specialists, and limited marketing strategies.
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