SAVDO KORXONALARIDA IJTIMOIY TARMOQLAR MARKETINGI SAMARADORLIGINI BAHOLASHNING KOMPLEKS METODOLOGIYASINI TAKOMILLASHTIRISH (XORAZM VILOYATI MISOLIDA)

The article proposes a layered, causally calibrated methodology for assessing the effectiveness of social media marketing (SMM) in retail enterprises. The problem is relevant because SMM returns are still often measured by likes and followers. Drawing on systematic reviews, meta-analyses and Bayesian marketing mix modelling, an integral index (SMEI) combining reach, engagement, conversion and incremental economic outcome is developed. Using official statistics of the Khorezm region, a regional coefficient (Kd ≈ 0.944) and an inter-district geo-experiment design are substantiated. The contribution is a region-adapted comprehensive assessment methodology.