ОLIY TA’LIM MARKETINGIDA RAQAMLI BRENDING ORQALI TALABA FAOLLIGINI OSHIRISH

Shaxnoza Narkulova

doi:10.71337/inlibrary.uz.universaljurnal.120518

Mualliflar

Shaxnoza Narkulova
NAMANGAN DAVLAT PEDAGOGIKA INSTITUTI

DOI:

https://doi.org/10.71337/inlibrary.uz.universaljurnal.120518

Kalit so‘zlar:

oliy ta’lim marketingi raqamli brending talabalar faolligi ijtimoiy tarmoqlar brend kapitali

Annotasiya

Raqamlashtirish sharoitida oliy ta’lim muassasalari marketing strategiyasida ijtimoiy tarmoqlardan foydalanish alohida ahamiyat kasb etmoqda. Raqamli brending maqsadli auditoriya bilan ikki tomonlama muloqotni yo‘lga qo‘yishga, OTM brendining tanilishini oshirishga va abituriyentlarning qaror qabul qilish jarayoniga ta’sir ko‘rsatishga xizmat qiladi. Instagram kabi vizual platformalar ta’lim muassasasining ijobiy imidjini shakllantirishda va yosh auditoriyani jalb etishda muhim o‘rin egallaydi. Mazkur maqolada foydalanuvchi bilan o‘zaro aloqaning ahamiyati, raqamli kanallar orqali universitet brendini shakllantirish va “brend ruhi” — ya’ni o‘qituvchilar va xodimlar tomonidan uzatilayotgan qadriyatlarning roli yoritib berilgan.

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mavzusidagi Respublika ilmiy-amaliy anjuman materiallari. Namangan 2025-yil.

541

TALABA FAOLLIGINI OSHIRISH

Narkulova Shaxnoza Shakarbekovna

Samarqand iqtisodiyot va servis instituti bazaviy doktoranti

shaxnozanarkulova@gmail.com

Annotatsiya.

keting

strategiyasida ijtimoiy tarmoqlardan foydalanish alohida ahamiyat kasb etmoqda.

OTM brendining tanilishini oshirishga va abituriyentlarning qaror qabul qilish jarayoniga

amli kanallar

xodimlar tomonidan uzatilayotgan qadriyatlarning roli yoritib berilgan.

tarmoqlar, brend kapitali

Increasing Student Engagement Through Digital Branding in Higher Education

Marketing

Shaxnoza Shakarbekovna Narkulova

PhD Student, Samarkand Institute of Economics and Service

shaxnozanarkulova@gmail.com

Abstract.

In the context of digitalization, the use of social media has become

increasingly important in the marketing strategies of higher education institutions. Digital
branding fosters two-way communication with the target audience, enhances university
brand recognition, and influences prospective students' decision-making processes.

image and attracting a younger audience. This article emphasizes the significance of user
interaction, the formation of a university brand through digital channels, and the concept
of the "brand soul"

the values conveyed by faculty and staff.

Keywords:

higher education marketing, digital branding, student engagement, social

media, brand equity

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shaxnozanarkulova@gmail.com

Instagram

-

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Telegram, Instagram, YouTube

Facebook,

Oplatka

Opoku

-

SMM

e-WOM)

e-

WOM

-

Cheung

Thadani

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Telegram,

Instagram, Facebook

YouTube

e-WOM

-

social media listening)

Instagram,

Telegram, YouTube

Facebook

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545

Telegram-

Instagram-

engagement)

Hoffman

Fodor

Instagram

Instagram

brand

equity)

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Instagram

.

Instagram, Telegram

YouTube

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3.
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Bibliografik manbalar

Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York: The Free Press.

Barger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, Spring, 64–76.

Barker, V. (2009). Older adolescents’ motivations for Social Network Site Use: The influence of gender, group identity, and collective self-esteem. CyberPsychology & Behavior, 12(2), 209–213.

Barus, D. H. N. (2021). Digital Marketing Black Box: Konsep Dasar, Strategi dan Implentasi. Kanisius.

Barus, D. H. N. (2022). How Peer Influence and Social Media Impact on Campus Preference. International Journal of Business and Technology Management, 4(3), 263–273.

Berman, N. (2018). The use of social networks in a higher education establishment. In SHS Web of Conferences(Vol. 55, p. 03003). EDP Sciences.

Boyd, D. (2008). Why youth (heart) social network sites: The role of networked publics. In Youth, Identity, and Digital Media.

Boyd, D.M., & Ellison, N.B. (2010). Social network sites: definition, history, and scholarship. IEEE Engineering Management Review, 38(3), 16–31.

Brown, S.A. (1984). Marketing extension programs. In Extension Handbook. University of Guelph, pp. 141–149.

Buhalis, D., & Mamalakis, E. (2015). Social media return on investment and performance evaluation in the Hotel industry context. In Information and communication technologies in Tourism 2015 (pp. 241–253). Cham: Springer.

Byron, S. (1995). Brand Equity and Market-based Assets of Professional Service Firms. Journal of Professional Services Marketing, 13(1), 3–7.

Cheng, Y. C., & Tam, W. M. (1997). Multimodels of Quality in Education. Quality Assurance in Education, 5(1), 22–31.

Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.