This article provides a scientific analysis of the role of social media in the modern education system and its impact on students' cognitive and motivational development. Based on the theories of scholars such as Piaget, Vygotsky, and Bandura, the study highlights the influence of the digital environment on thinking, memory, and motivation to learn. Recommendations for reducing the pedagogical potential and psychological risks associated with social media use are also offered.

This scientific article presents an empirical analysis of the digital transformation of consumer behavior in the tourism market of Kashkadarya region. The study examines the level of tourists’ use of digital platforms, social networks, mobile applications, and online booking systems. It also identifies the impact of digital technologies on the processes of selecting, evaluating, and purchasing tourism services. The results of the empirical analysis indicate changing consumer needs in the regional tourism market and the growing importance of digital marketing tools. The findings of the study can serve as a basis for improving tourism services and developing effective digital strategies in the Kashkadarya region