The effect of online marketing of the horticultural products with an emphasis on social knowledge and networks

Economic Annals-XXI: Volume 212, Issue (11-12), Pages: 39-44

Citation information
Wiryanto, W., Sharopova, N., Abduxamidov, A., Sadullaev, S., Matkarimov, I., & Uljaeva, Sh. (2024). The effect of online marketing of the horticultural products with an emphasis on social knowledge and networks. Economic Annals-XXI, 212(11-12), 39-44. doi: https://doi.org/10.21003/ea.V212-07

Wisber Wiryanto
PhD (Education),
National Research and Innovation Agency (BRIN)
Jl. Gatot Subroto No. 10, Jakarta Pusat 12710, Indonesia
wisb001@brin.go.id
ORCID ID: https://orcid.org/0000-0003-3408-0021

Nafosat Sharopova
PhD (Marketing),
Associate Professor,
Tashkent State University of Economics
49 Islom Karimov Str., Тashkent, 100066, Uzbekistan
n.sharopova@tsue.uz
ORCID ID: https://orcid.org/0000-0001-9595-0655

Abduraxmon Abduxamidov
MA (Education),
Kokand University
28-A Turkistan Str., Kokand, Fergana, 150700, Uzbekistan
abdukhamidov.a1996@gmail.com
ORCID ID: https://orcid.org/0009-0005-9705-2855

Sanjarbek Sadullaev
PhD (Agriculture),
Associate Professor,
Urgench State University
14 Kh. Alimdjan Str., Urganch, Khorezm, 220100, Uzbekistan
sanjarbek.dots16@gmail.com
ORCID ID: https://orcid.org/0009-0001-0917-5072

Inomjon Matkarimov
PhD (Economics),
Associate Professor,
Department of Economics,
Mamun University
989Q+6V, Bolkhovuz Str., Khorezm region, Khiva, 220900, Uzbekistan
inomjon.matkarimov0303@gmail.com
ORCID ID: https://orcid.org/0000-0002-6783-8591

Shohistahon Uljaeva
D.Sc. (History),
Tashkent Institute of Irrigation and Agricultural Mechanization Engineers
(TIIAME) National Research University
39 Kari-Niyazy Str., Mirzo Ulugbek district, Tashkent, 100000, Uzbekistan
sh.uljayeva@tiiame.uz
ORCID ID: https://orcid.org/0000-0002-0629-5212

The effect of online marketing of the horticultural products with an emphasis on social knowledge and networks

Abstract. 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.

Keywords: Online Marketing; Horticulture; Social Knowledge; Social Media; Product; E-Commerce; Network; Customer

JEL Classifications: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.

DOI: https://doi.org/10.21003/ea.V212-07

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Received 5.09.2024
Received in revised form 29.09.2024
Accepted 3.10.2024
Available online 28.12.2024