Factors Affecting The Effectiveness of Using Digital Marketing in Entrepreneurial Activities in The Region and Their Assessment

Abstract

The rapid digital transformation of global economies has brought digital marketing to the forefront of strategies for enhancing entrepreneurial efficiency. In the context of Uzbekistan’s regional development, particularly in the Khorezm region, socio-economic reforms are actively integrating digital technologies into various sectors such as industry, agriculture, and services. However, limited empirical evaluation exists regarding the effectiveness of digital marketing adoption in regional entrepreneurship, especially in relation to infrastructure development and population literacy. This study aims to identify and assess the key factors influencing the effectiveness of digital marketing in regional entrepreneurial activities, focusing on infrastructure, demographic changes, and population literacy. Findings indicate that the highest growth in new business entities occurred in the industrial (45.4%) and agricultural (31.3%) sectors. The communications and information sector exhibited the highest percentage growth (2688.9%), though from a smaller base. Population and income growth positively correlate with digital marketing effectiveness, while declining enterprise internet connectivity poses challenges. Literacy indices reveal strong tax and legal knowledge, but weak entrepreneurship governance understanding. The study uniquely combines digital infrastructure statistics with entrepreneurial performance metrics and literacy indices to evaluate digital marketing’s regional impact. The results underline the importance of enhancing enterprise digital connectivity, organizing practical training on digital tools, and tailoring marketing strategies to population growth and income trends. Accelerated reforms in these directions will increase the region’s digital engagement and improve business productivity through targeted, data-driven marketing approaches.