Keywords
Abstract
The social media platforms that are undergoing a rapid evolution has been significantly influencing brand engagement and marketing for the last 5 years in
Uzbekistan. This paper investigates the impact of immersive platforms such as TikTok, Facebook, Telegram and Instagram, popular social media platforms with Uzbek users, on brand engagement in Uzbekistan. Due to the fact that nowadays Uzbekistan is a experiencing notable digital transformation, the study of the role of these platforms in the development of marketing strategies appropriate for this region is crucial. We used a mixed-methods approach, including quantitative surveys with 55 marketing professionals and qualitative observations of 18 Instagram bloggers from Uzbekistan in order to explore platform usage patterns, effectiveness, and strategy adaptations. The results indicate that Instagram is a dominant platform for an effective use of marketing strategies, as 85% of respondents said that they more frequently use it than other platforms and rated it as highly effective for raising consumer interaction. In contrast, other advanced platforms, for example TikTok, are less preferred by the marketing professionals for brand engagement purposes, and
they encounter some challenges in content adaptation.
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