Content analysis of social media influencer engagement to marketing product in Uzbekistan
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Influencer marketing, social media engagement, digital marketing, Uzbekistan, Instagram analytics, gender differences, content analysis, digital literacy, brand awareness, customer engagement.Аннотация
This study examines the engagement of social media influencers in marketing products in Uzbekistan, focusing
on gender differences in content and communication strategies. The research analyzes Instagram posts and captions
from 20 Uzbek influencers, comprising 10 women and 10 men, using a content analysis method. Data was collected
through probability sampling and analyzed using descriptive statistics and the SPSS software. The results reveal
significant differences in visual characteristics, caption composition, and the frequency of endorsement posts between
male 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, and
ultimately drive business outcomes. Addressing the digital literacy gap and improving local language content are
essential for maximizing the benefits of social media marketing. The implications of this study provide valuable insights
for businesses aiming to enhance their digital marketing strategies in the Uzbek market.
