BREND KAPITALI VA RAQAMLI MARKETING O‘RTASIDAGI O‘ZARO BOG‘LIQLIK: NAZARIY MODEL
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Abstract:
Brend kapitali — marketologiya sohasidagi koʻp oʻlchovli tushuncha boʻlib, iste’molchi xulq‑atvorini belgilovchi muhim omildir. Raqamli brend mazmunini ulashish — algoritmik tarzda tarqatishga asoslangan yangi turdagi jalb etishga yo‘naltirilgan o‘zaro ta’sir bo‘lib, raqamli marketing ekotizimlarining muhim ustunlaridan biridir. Ushbu maqolada biz onlayn iste’molchilar qaror qabul qilish xulq‑atvorini hisobga olgan holda brend kapitali translyatsiya resurslarining nazariy modelini taklif qilamiz. Buning uchun, brend kapitalining oʻlchovlari bilan raqamli marketing metriklari, iste’molchi ishtiroki va platformaga xos imkoniyatlar oʻrtasidagi aloqani tavsiflash uchun AHP‑regressiya gibrid modeli qo‘llaniladi (bir xil turdagi raqamli kampaniya sharoitida). Tahlil marketing analitikasi doirasiga joylashtirilgan holda — ham brendni dinamik nomoddiy aktiv sifatida, ham foydalanuvchining idrok etishi nuqtai nazaridan — tadqiqot ijtimoiy platformalarda algoritmik muhit ichida brend qiymat yaratish jarayonining konvergensiyasini empirik jihatdan sinovdan oʻtkazadi. Eksperimental bosqichda, bir xil maqsadli auditoriya uchun ikkita turdagi brend kampaniyalari amalga oshirildi; so‘ngra коммуникация kanallari oʻtkazilgach regressiyaga asoslangan solishtirma tahlil qilindi va ikkita mahsulot kategoriyasi uchun, bir xil brend identifikatsiyasi sharoitida, ikki bosqichli ierarxik baholash oʻtkazildi. Bizning natijalarimiz ma’lum jalb etish chegaralarida brend kapitalining qabul qilingan qiymati ham brendni eslab qolishda, ham sadoqat metrikalarida sezilarli rol o‘ynashini koʻrsatadi. Bundan tashqari, natijalarimiz shuni taklif qiladi‑ki, mazmun yetkazib berishning uzluksizligi va intensivligi vaqt oʻtishi bilan brend kapitali o‘sishi bilan ijobiy bogʻliq. Xususan, model empirik tarzda quyidagilar jihatdan tasdiqlandi: ma’lumotga asoslangan shaxsiylashtirishni amalga oshirish zarurati, raqamli ekotizim va uning subkanallarida brend performansini oʻlchash uchun yuqori standartlar. Mazkur tadqiqot shuni koʻrsatdiki, yigʻma statistiklardan brend qiymati diffuziya naqshlarini platformalararo muhitda va raqamli kampaniyalarning algoritmik shakllangan idrok etilishi bilan bogʻliq foydalanuvchi traektoriyalari bilan taqqoslash uchun foydalanish mumkin.
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