DIGITAL MARKETING AND FAMILY ENTREPRENEURSHIP: CREATING NEW BUSINESS MODELS AND EXPANDING JOB OPPORTUNITIES

Аннотация

Интеграция цифрового маркетинга и семейного предпринимательства создает новые возможности для экономики Узбекистана. В данной диссертации анализируется, как цифровой маркетинг применяется в семейном предпринимательстве, какую роль он играет в создании новых бизнес-моделей и какие возможности он предоставляет для расширения создания рабочих мест. Множество преимуществ цифрового маркетинга, особенно для субъектов малого и среднего бизнеса, предоставляют возможности для увеличения конкурентоспособности на рынке, сокращения затрат и привлечения новых клиентов. В диссертации также рассматривается роль цифрового маркетинга в создании рабочих мест и экономическом развитии сектора семейного предпринимательства в Узбекистане. Ключевые слова: Цифровой маркетинг, семейное предпринимательство, новые бизнес-модели, создание рабочих мест, 60 ACADEMIC RESEARCH IN MODERN SCIENCE International scientific-online conference экономическое развитие, малый и средний бизнес, цифровые технологии, конкурентоспособность на рынке, маркетинговые стратегии, социально- экономическая стабильность. The role of small and medium-sized businesses in Uzbekistan's economy is rapidly increasing. These business entities, particularly family entrepreneurship, play a crucial role in ensuring economic growth. Additionally, the development of digital technologies is creating new opportunities in this sector. Digital marketing, in turn, offers a favorable platform for the effective development of family entrepreneurship. The main advantages of digital marketing are reflected in the ability to attract new customers, reduce advertising costs, and accelerate business expansion. All of these contribute to job creation and the promotion of economic growth. The application of digital marketing in family entrepreneurship plays an essential role in the creation of new business models. By implementing new technologies, family entrepreneurs can expand their products and services to a wider audience, optimize costs, and enhance competitiveness in the market. In Uzbekistan's economic conditions, digital marketing can be the most effective tool, especially for small and medium-sized businesses. One of the primary elements of digital marketing is online advertising and social media marketing. Family entrepreneurs can use online advertising platforms to promote their businesses nationwide. This helps attract new customers, increase sales, and expand services. On the other hand, the development of internet sales and e-commerce presents opportunities for creating new business models in family entrepreneurship. E-commerce, particularly, is becoming the most cost-effective and efficient way for small and medium businesses. This, in turn, creates opportunities for family entrepreneurs to enter new markets and enhance their competitiveness. The core feature of new business models is their reliance on the widespread use of digital technologies, especially online platforms and e-commerce. These models allow family entrepreneurship entities to expand their businesses to global markets, reduce costs, and improve efficiency. For example, small businesses can sell their products online and engage directly with customers using digital advertising tools. This process stimulates economic growth and creates new jobs. One of the new business models integrated into Uzbekistan’s digital economy is undoubtedly the opportunity for family entrepreneurship entities to manage their resources more effectively through online sales and 61 ACADEMIC RESEARCH IN MODERN SCIENCE International scientific-online conference services. Digital technologies also create opportunities to expand these businesses into foreign markets and improve their global competitiveness. Through digital marketing, family entrepreneurship also has the potential to attract highly skilled professionals. Specialists who are well-versed in technologies and digital marketing contribute to job creation. These new jobs help ensure the stability of economic development, engage youth and women in entrepreneurial activities, and increase social activity. Digital technologies, especially in rural areas, play a significant role in developing family entrepreneurship and creating new jobs. All of these factors lead to economic stability, bringing about changes and creating new employment opportunities for people. The study of digital marketing, its effective application, and its role in creating new jobs contributes to strengthening Uzbekistan's economic stability and increasing its global competitiveness. The importance of digital marketing strategies in business development is immense. These strategies, in addition to promoting products, help strengthen relationships with customers and understand their needs better. This leads to attracting new customers, increasing sales, and improving service quality. All of these contribute to the creation of new jobs, the promotion of economic growth, and the establishment of socio-economic sta