DIGITALIZATION OF PROMOTION CHANNELS IN THE FOREIGN TRADE ACTIVITIES OF UZBEKISTAN
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Abstract
In modern conditions, digital marketing has transformed from an applied promotion tool into a fundamental determinant of economic sustainability and competitiveness at the global level. This paper examines the genesis of digital communications in Uzbekistan, characterized by a specific “messenger-oriented” architecture with a pronounced dominance of the Telegram ecosystem. Through systematic analysis, the author verifies institutional barriers and factors of digital inequality. The study proves that the implementation of digital marketing into national strategies – in synergy with the development of the Fintech sector and support for SMEs – acts as a critical condition for the effective adaptation of Uzbekistan’s economy to the requirements of the WTO and the EAEU.
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References
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