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Content analysis of social media influencer engagement to marketing product in Uzbekistan

Author

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  • Abduhakimov Azmiddinjon Bakhtiyor ugli
  • R Nelly Nur Apandi
  • Sirojiddin Yangiboyev

Abstract

This study examines the engagement of social media influencers in marketing products in Uzbekistan, focusingon gender differences in content and communication strategies. The research analyzes Instagram posts and captionsfrom 20 Uzbek influencers, comprising 10 women and 10 men, using a content analysis method. Data was collectedthrough probability sampling and analyzed using descriptive statistics and the SPSS software. The results revealsignificant differences in visual characteristics, caption composition, and the frequency of endorsement posts betweenmale and female influencers. Female influencers tend to use more words in captions and exhibit higher engagement rates.This study underscores the importance of leveraging influencer engagement for effective digital marketing in Uzbekistan.The findings suggest that strategic use of social media can enhance brand awareness, customer engagement, andultimately drive business outcomes. Addressing the digital literacy gap and improving local language content areessential for maximizing the benefits of social media marketing. The implications of this study provide valuable insightsfor businesses aiming to enhance their digital marketing strategies in the Uzbek market.

Suggested Citation

  • Abduhakimov Azmiddinjon Bakhtiyor ugli & R Nelly Nur Apandi & Sirojiddin Yangiboyev, 2024. "Content analysis of social media influencer engagement to marketing product in Uzbekistan," GREEN ECONOMY AND DEVELOPMENT, "Ma'rifat-Print-Media" LLC, Tashkent State University of Economics, vol. 2(6), June.
    • Handle: RePEc:teu:ged000:v:2:y:2024:i:6:id:2350
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