DIGITAL MARKETING AND FAMILY ENTREPRENEURSHIP: CREATING NEW BUSINESS MODELS AND EXPANDING JOB OPPORTUNITIES

The integration of digital marketing and family entrepreneurship creates new opportunities for Uzbekistan's economy. This dissertation analyzes the application of digital marketing in family entrepreneurship, its role in developing new business models, and the potential for expanding job opportunities. Digital marketing offers many benefits, particularly for small and medium-sized enterprises, by enhancing market competitiveness, reducing costs, and attracting new customers. The thesis also examines the role of digital marketing in job creation and economic development within the family entrepreneurship sector in Uzbekistan.