The rapid development of digital technologies is significantly changing how people live, and these changes have a particular impact on the younger generation in Tajikistan. Our study therefore aims to analyze the factors influencing young Tajiks' opinions as users of digital technology and to examine digital technology usage in Tajikistan. We conducted a qualitative analysis of the opinions of young Tajik individuals aged 18 to 30 and found that they generally consider digital technology to be an integral part of their daily lives. Data collection was carried out through focus group discussions (FGDs) and the data analysis was performed using thematic analysis. Our findings indicate that young Tajiks cannot imagine life without digital technology and that women’s use of digital technology remains limited due to religious beliefs and practices. This study has significant implications for digital technology providers seeking to develop strategies to promote the adoption and usage of digital technology.
Keywords
digital technology, younger generation, gender, qualitative thematic analysis
Author Bio(s)
Dr. Siyovush Bobokhonov presently working as a consultant and loan officer with World Bank, Dushanbe, Republic of Tajikistan. He successfully completed Ph.D. in Marketing and Strategy Management from the Faculty of Economics (FEP), University of Porto-Portugal. He has presented many empirical research papers at reputed national and internal conferences.
Dr. Pedro Quelhas Brito is working with the Faculty of Economics, University of Porto, Portugal. He completed his Ph.D. at UMIST, United Kingdom; and M.A. from the University of Porto-Portugal. His research focus is on consumer psychology applied to tourism, retailing and new media. He is the author, co-author and editor of several books and chapters as well as articles published in journals devoted to marketing, consumer ethics and communication. He is the director of several executive master and post-graduation programs in business and tourism management. He has published various research papers in Q1 and Q2 journals.
Dr. Umesh Ramchandra Raut (Corresponding Author) is currently working as an associate professor with Savitribai Phule Pune University, India. He successfully completed PhD in Marketing and Strategy Management from the Faculty of Economics (FEP), University of Porto-Portugal and Department of Management Sciences (PUMBA), Savitribai Phule Pune University, India. He is a recipient of a European prestigious scholarship by Erasmus Mundus for his doctorate. He published many research papers and presented research papers at various international research conferences. He has published various research papers in Q1 and Q2 journals. His research interest includes brand relationship management, retail management and young consumers. Please direct correspondence to ur.raut20@gmail.com
Dr. Prafulla Arjun Pawar, is a Professor at the Department of Management Sciences (PUMBA), Savitribai Phule Pune University Dr. Prafulla Pawar is an engineering graduate [BE – Electronics] from the University of Pune and has done MBA in Marketing and MBA in Systems management. He holds a Ph.D. degree in strategic management. He has published various research papers in Q1 and Q2 journals. He is the author of two books in management. Dr. Pawar was a visiting Professor for the University of Deusto, Spain and University of Bologna, Italy and Masaryk University, Czech Republic. His interest areas are Strategic Management and emerging economies.
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Acknowledgements
All the authors are very much thankful to the editor, co-editor and anonymous reviewers for their valuable input and time.
