XABAR ALMASHISHGA ASOSLANGAN MARKETINGDA ISTE'MOLCHILARNING SHAXSIY HAYOTINI KUTILMALARI
DOI:
https://doi.org/10.5281/zenodo.20238257Keywords:
xabar almashishga asoslangan marketing, iste’molchilarning maxfiylik bo‘yicha kutishlari, raqamli marketing kommunikatsiyasi, ishonch va shaffoflik, maxfiylik xabardorligi, raqamli savodxonlik, xabar almashish platformalarini qabul qilish.Abstract
Raqamli marketingni turli tashkilotlar kontekstida qabul qilish bo‘yicha ko‘plab tadqiqotlar o‘tkazilgan
bo‘lsa-da, xabar almashishga asoslangan marketing nima sababdan iste’molchilar tomonidan hali to‘liq qabul qilinmaganligi
haqida yetarli tadqiqotlar olib borilmagan. Tadqiqotning maqsadi marketing kommunikatsiyasi muhitida xabar almashish
platformalaridan foydalanish darajasining oshishi hamda uning iste’molchilar va marketologlarning shaxsiy hayot
daxlsizligi bo‘yicha kutishlariga ta’sirini o‘rganish, shuningdek xabar almashishga asoslangan marketing amaliyotlarida
maxfiylik masalalari bo‘yicha xabardorlik va tushunchani oshirishdan iborat. Tadqiqotda maqsadli tanlash usuli orqali
xabar almashish platformalari foydalanuvchilaridan (WhatsApp, Telegram, Facebook Messenger va WeChat) hamda
kichik va o‘rta biznes korxonalarida faoliyat yurituvchi marketing mutaxassislaridan olingan 300 ta so‘rovnoma javoblari
tahlil qilindi. Natijalar shuni ko‘rsatdiki, foydalanuvchilarning platformalarga bo‘lgan ishonchi, ma’lumotlar xavfsizligi va
shaffoflik darajasi xabar almashishga asoslangan marketingni qabul qilishga sezilarli ta’sir ko‘rsatadi. Shuningdek, raqamli
savodxonlik va maxfiylik bo‘yicha xabardorlik darajasi iste’molchilarning marketing xabarlariga nisbatan munosabatini
shakllantiruvchi muhim omillar sifatida aniqlandi
References
Hadi, N., & Aslam, N. (2023). Demographic factors and consumer attitude towards unsolicited mobile-based marketing
messages: A factorial design. Online Journal of Communication and Media Technologies. https://doi.org/10.30935/
ojcmt/12784
Souka, M., Bilstein, N., & Decker, R. (2024). Give me your data and I’ll dress you: A two-sided messaging approach to
address privacy concerns surrounding in-store technologies. Journal of Business Research. https://doi.org/10.1016/j.
jbusres.2023.114396
Kim, H., & Han, S. (2025). Triggering the personalization backfire effect: The moderating role of situational privacy
concern. Behavioral Sciences, 15. https://doi.org/10.3390/bs15101323
Gutierrez, A., O’Leary, S., Rana, N., Dwivedi, Y., & Calle, T. (2019). Using privacy calculus theory to explore
entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor.
Computers in Human Behavior, 95, 295–306. https://doi.org/10.1016/j.chb.2018.09.015
Cortés, G., & Vela, M. (2013). The antecedents of consumers’ negative attitudes toward SMS advertising: A theoretical
framework and empirical study. Journal of Interactive Advertising, 13, 109–117. https://doi.org/10.1080/15252019.20
826553
Rahayu, T., Purnamasari, V., Rizky, M., Rahyadi, I., & Mani, L. (2025). Feeling watched: A phenomenological exploration
of consumer discomfort and data privacy concerns in e-commerce personalized email marketing. PaperASIA. https://
doi.org/10.59953/paperasia.v41i1b.313
Fathi, S., Sanayei, A., & Siyavooshi, M. (2013). SMS advertising and consumer privacy: Analysis of factors affecting
consumer willingness to send and receive information in permission and data-based SMS advertising. New Marketing
Research Journal, 3, 101–124.
Hayes, J., Brinson, N., Bott, G., & Moeller, C. (2021). The influence of consumer–brand relationship on the personalized
advertising privacy calculus in social media. Journal of Interactive Marketing, 55, 16–30. https://doi.org/10.1016/j.
intmar.2021.01.001
Sindhu, I., & Paramartha, G. (2018). Attitude, intention, and consumer behaviour of millennial generation toward
location-based SMS advertising. International Research Journal of Management, IT and Social Sciences. https://doi.
org/10.21744/irjmis.v5n6.373
Adel, H., Narongsak, T., Abdul, A., & Magnus, H. (2023). Investigating a moderated mediation model of the impact
of personalized message appeal and privacy threat extent on consumer behaviour. Global Fashion Management
Conference. https://doi.org/10.15444/gmc2023.01.04.02
Merwe, M., & Staden, W. (2015). Unsolicited short message service marketing: A preliminary investigation into
individual acceptance, perceptions of content, and privacy concerns. Proceedings of ISSA 2015, 1–7. https://doi.
org/10.1109/ISSA.2015.7335072
Segijn, C., & Van Ooijen, I. (2020). Perceptions of techniques used to personalize messages across media in real time.
Cyberpsychology, Behavior, and Social Networking, 23, 329–337. https://doi.org/10.1089/cyber.2019.0682
Tsang, M., Ho, S., & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International
Journal of Electronic Commerce, 8, 65–78. https://doi.org/10.1080/10864415.2004.11044301
Bleier, A., Goldfarb, A., & Tucker, C. (2020). Consumer privacy and the future of data-based innovation and marketing.
Communication & Technology eJournal. https://doi.org/10.2139/ssrn.3570156
Farahani, M., & Payandeh, R. (2025). Echoes of privacy: Deciphering consumer voices in the data deluge. Journal of
Consumer Behaviour. https://doi.org/10.1002/cb.2495
Dharmadasa, P., & Alahakoon, T. (2014). An empirical study of factors influencing consumer attitudes towards SMS
advertising. International Journal of Online Marketing, 4, 1–13. https://doi.org/10.4018/ijom.2014070101
Thomaz, F., Salge, C., Karahanna, E., & Hulland, J. (2019). Learning from the dark web: Leveraging conversational
agents in the era of hyper-privacy to enhance marketing. Journal of the Academy of Marketing Science, 48, 43–63.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 MUHANDISLIK VA IQTISODIYOT
This work is licensed under a Creative Commons Attribution 4.0 International License.