The effect of online marketing of the horticultural products with an emphasis on social knowledge and networks
Аннотация
In connection with the propagation of digital technologies and increasing availability of the Internet, online advertising has been perceived as a most efficient tool for business development, especially in horticultural goods. The purpose of this research is to explore the impact of online advertising of horticultural goods taking into account social knowledge and social networks in Uzbekistan. The information for this study will be collected using mixed methods (qualitative and quantitative) like electronic surveys, semi-structured interviews with 300 agricultural activists, and social media content analysis. According to 2024 statistics, the level of Internet penetration in Uzbekistan has increased to 70% and 45% of users utilize social media to purchase agricultural products. Initial findings show that the targeted use of media such as Instagram and Telegram, along with the production of content based on social know-how, have led to increased sales of horticultural products by up to 30%. This study discusses ultimate authority of social interaction to win the trust of consumers and amplify the value chain of horticultural produce and provides remedies for optimizing digital practices in Uzbekistan’s burgeoning market.