SEMANTIC FEATURES OF SOCIAL MEDIA MARKETING TERMS IN UZBEK AND ENGLISH LANGUAGES

Abstract

Social media marketing terminology constitutes a rapidly expanding lexical domain characterized by dynamic semantic processes such as borrowing, semantic extension, metaphor, metonymy, and abbreviation. This article provides a detailed comparative analysis of the semantic features of social media marketing terms in English and Uzbek. It examines how these terms are formed, adapted, and semantically transformed in both languages, highlighting universal patterns and language-specific realizations. Within the anthropocentric paradigm, the study interprets these semantic shifts as reflections of human communicative needs, digital social interaction, and cultural adaptation in the virtual environment. The findings reveal that while English serves as the primary source of innovation, Uzbek integrates these terms through borrowing, calquing, and semantic recontextualization, creating a hybrid terminological system.