DIGITAL FACTORS AND EMPIRICAL ANALYSIS OF THE USE OF MARKETING TECHNOLOGIES IN YOUTH ENTREPRENEURSHIP ENTITIES

Abstract

This article analyzes the use of marketing technologies in youth entrepreneurship entities in Uzbekistan based on statistical and empirical data. The study uses data from the Tax Committee of the Republic of Uzbekistan, the Statistics Committee of the Republic of Uzbekistan, and the results of a survey conducted among 1,250 young entrepreneurs. The article substantiates that during 2023–2025 the number of self-employed young people aged 18–30 increased significantly, while digital infrastructure and e-commerce expanded; however, the level of marketing technology adoption remains uneven. According to the research findings, although social media marketing is relatively widely used among young entrepreneurs, the adoption of systematic technologies such as CRM systems, analytics tools, and chatbot/AI remains low. The article argues that integrating marketing technologies with the blocks of the Business Model Canvas is an important direction for increasing the competitiveness of youth entrepreneurship entities.