Multidisciplinary Journal of Science and Technology

THE ROLE OF SOCIAL MEDIA IN PROMOTING HANDMADE BUSINESSES IN UZBEKISTAN

Omar Ashurbaev

Senior lecturer, Department of Business Management, Millat Umidi International University in Tashkent

Parvina Hikmatova

Department of Business Management, Millat Umidi University

##semicolon## Social media##common.commaListSeparator## handmade businesses##common.commaListSeparator## Uzbekistan##common.commaListSeparator## digital marketing##common.commaListSeparator## artisans

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सार

Social media has become an indispensable tool for promoting small-scale businesses worldwide. In Uzbekistan, where craftsmanship is deeply rooted in cultural traditions, platforms like Instagram, Telegram and You tube provide artisans with opportunities to reach global markets and showcase their handmade products. This study explores the impact of social media on the growth and visibility of handmade businesses in Uzbekistan. It identifies strategies artisans employ, challenges they face, and the role of digital platforms in fostering innovation and economic growth. The research findings highlight the transformative potential of social media in promoting traditional crafts and boosting local economies.

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