This scientific article is devoted to the analysis of the impact of financial technologies (fintech) on banking activities using the example of one of the leading commercial banks of Uzbekistan - JSCB "Uzsanoatqurilishbank". Fintech technologies, which have been developing rapidly in recent years, are creating broad opportunities for banks to automate traditional operations, improve the quality of customer service, reduce costs, and diversify financial products. This article provides a detailed analysis of the implementation of such innovative technologies in JSCB "Uzsanoatqurilishbank" and their effectiveness. The study covers the changes in fintech projects implemented by the bank in 2018–2024, in particular - mobile banking applications, online lending systems, artificial intelligence-based recommendation modules, blockchain technologies, real-time currency conversion, and biometric authentication systems, based on statistical data. The article shows the real impact of digital transformation based on indicators such as the share of digital transactions, the growth of the number of customers, the speed and convenience of services. It also analyzes the problems encountered in the process of fintech implementation, including cybersecurity threats, technical failures, information privacy issues, and solutions developed by the bank to reduce them. Through this example, the author scientifically substantiates the profound impact of fintech technologies on banking activities not only technically, but also economically and socially. This article is of practical and theoretical importance for bank managers, financial specialists, information technology specialists and scientific researchers, and indicates the main directions of the digital transformation process of the banking system of Uzbekistan.

Ушбу мақолада спорт маркетинги ва менежменти соҳасининг ҳозирги ҳолати, мавжуд муаммолар аниқланган ва ривожлантиришга оид аниқ таклифлар берилган. Жаҳон тажрибаси асосида спорт клублари ва федерациялари ўз брендларини шакллантириш, аудитория билан самарали мулоқот қилиш ва рақобатбардош тижорат стратегиясини ишлаб чиқиш таклиф этилган.

O‘zbek xalqining qadimiy tarixida ayol timsoli har doim muqaddas sanalgan. Ayniqsa, “ona” so‘zi nafaqat biologik ma’noda, balki xalqning ruhiy-ma’naviy hayotida, madaniy merosida yuksak martabaga ega bo‘lgan. Shu jumladan, “Xumay ona” timsoli xalq og‘zaki ijodi, afsona, doston va tarixiy manbalarda o‘ziga xos o‘rin egallaydi. Bu timsolning ildizlari turkiy xalqlarning qadimiy dunyoqarashiga, mifologiyasiga va ruhiy qadriyatlariga borib taqaladi. “Xumay ona” obrazi orqali xalqimizning ayolga, onaga bo‘lgan munosabati, himoya, mehr-oqibat va sabr-toqat timsoli sifatidagi qarashlarini ko‘rish mumkin. Mazkur maqolada Xumay ona timsolining kelib chiqish manbalari, u bilan bog‘liq afsona va rivoyatlar, adabiy asarlarda qanday talqin etilgani hamda u orqali xalq ma’naviyatida shakllangan qadriyatlar yoritiladi.

Ushbu maqolada ichimlik reklamalarining sotsiopragmatik xususiyatlari tahlil qilinadi. Ichimlik reklamalarida til vositalarining qanday maqsadlarda qo’llanilishi, auditoriya bilan samarali muloqot o’rnatish usullari atroflicha ko’rib chiqiladi. Bundan tashqari, reklamalarda madaniy qadriyatlar, steriotiplar va iste’molchilar bilan bog’liq kommunikativ strategiyalar qanday aks etishi o’rganiladi. Maqolada ichimlik reklamalari tili va uslubining jamiyatga moslashuvi va uning psixologik hamda lingvistik jihatlari ham yoritib berilgan.

Maqolada pedagog shaxsida kasbiy qoniqqanlikni shakllantiruvchi psixologik, ijtimoiy va tashkiliy omillar keng qamrovda tahlil qilingan. Ichki motivatsiya, self-efficacy, emotsional barqarorlik hamda tashqi omillar – mehnat sharoitlari, jamiyatning munosabati, boshqaruv muhitining roli chuqur yoritilgan. Empirik tadqiqotlar asosida kasbiy qoniqqanlik darajasiga ta’sir etuvchi omillar aniqlangan va ularni yaxshilash bo‘yicha amaliy takliflar berilgan.