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.

This article explores the intricate relationship between language and culture, focusing on the role of aphorisms as a linguistic reflection of cultural values and societal norms. Through a linguacultural analysis, the study examines how aphorisms about the “motherland” capture deeply embedded cultural beliefs about national identity, loyalty, and belonging. Drawing on a wide range of academic sources, including works by Yule, Ter-Minasova, Scollon, and others, the article discusses the ways in which language both shapes and is shaped by cultural practices. It highlights the metaphorical use of language in expressing enduring ties to one’s homeland and analyzes how these metaphors are integral to understanding collective identity. In doing so, the paper connects theories of intercultural communication, linguistic anthropology, and cultural studies to show how aphorisms function as a powerful tool for conveying the symbolic relationship between individuals and their nation. Through this analysis, the article contributes to the broader discourse on language, culture, and communication, offering insights into the ways language serves as a vehicle for cultural expression and societal cohesion.

Mazkur maqolada globallashuv va raqamlashuv jarayonlari tadbirkorlik faoliyatiga kuchli ta’sir ko‘rsatishi, ayniqsa, raqamli marketing imkoniyatlari orqali mahsulot va xizmatlarni jahon bozoriga olib chiqish omillari ko’rib chiqilgan. Raqamli texnologiyalar vositasida tadbirkorlar mijozlar bilan yaqin aloqada bo‘lishi, tadbirkorlik faoliyati samaradorligini oshirishda qanchalik muhim ekanligi tahlil qilingan. Bu maqolada Amerika Qo‘shma Shtatlari, Germaniya, Yaponiya, Rossiya va O‘zbekiston, Qozog‘iston, Qirg‘iziston, Tojikiston hamda Turkmanistonda tadbirkorlikda raqamli marketingdan foydalanishning innovatsion yondashuvlari va yo‘nalishlari tahlil qilingan.

This article explores the transformative role of Virtual Reality (VR) in modern marketing strategies, focusing on how immersive experiences are reshaping customer engagement and brand interaction. By analyzing global trends and recent case studies from companies and organizations like IKEA, Nike, and Samsung, the paper highlights VR's potential to elevate customer satisfaction, drive emotional connection, and generate measurable business outcomes. It also considers technological, psychological, and infrastructural challenges while providing actionable insights for marketers aiming to adopt VR as part of their digital strategy.

Mazkur maqolada yosh bolalarning psixologik tarbiyasi va uning inson hayotidagi ahamiyati yoritilgan. Bolaning psixik rivojlanishi, shaxs sifatida shakllanishi, atrof-muhitga moslashuvi, o‘zini anglash va boshqalar bilan munosabat o‘rnatish qobiliyati, aynan go‘daklik va erta yoshdagi tarbiya jarayoniga chambarchas bog‘liqdir. Maqolada oiladagi muhit, ota-ona va tarbiyachilarning roli, mehr-muhabbat, tushunish va emotsional qo‘llab-quvvatlash kabi psixologik omillar yoritib berilgan. Shuningdek, bolaning xarakteriga salbiy ta’sir ko‘rsatadigan omillar, masalan, befarqlik, jazolash, e’tiborsizlik kabi holatlar haqida ham so‘z yuritiladi. Muallif psixologik tarbiyaning sog‘lom jamiyat shakllanishidagi o‘rni va dolzarbligini asoslab beradi hamda amaliy tavsiyalarni taqdim etadi. Ushbu maqola o‘qituvchilar, tarbiyachilar, psixologlar hamda ota-onalar uchun foydali qo‘llanma bo‘la oladi.