XABAR ALMASHISHGA ASOSLANGAN MARKETINGDA ISTE'MOLCHILARNING SHAXSIY HAYOTINI KUTILMALARI
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https://doi.org/10.5281/zenodo.20238257##article.subject##:
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.##article.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
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