Journal of International Economics Research JIER Pending 10.54216/JIER https://www.americaspg.com/journals/show/4216 2025 2025 Digital Economy department, Tashkent State University of Economics, Tashkent, Uzbekistan Eshbayev Eshbayev Marketing department, Tashkent State University of Economics, Tashkent, Uzbekistan Gulsara Ostonakulova Given the increased instability of the marketplace with recurring crises and an escalating level of uncertainty has become increasingly visible within the dynamics of emerging economies. In recent years, a continuous rise in the vulnerability of firms with longer periods of economic disruption, the number of people affected by market shocks continues to grow. This study aimed to examine the patterns and determinants of firms living with prolonged volatility, how resilience can be achieved will be openly provided together with the aim of making a foundation of practical insights for decision makers all over the world even by practitioners or analysts with limited resources and technical capacity. The design and analytical process of this mixed-method inquiry, enabling comparison and survival evaluation, where the interpretation is directly dependent on others for verification and how adaptive responses and sentiment dynamics were integrated. The research team used a sequential approach, with data collected through structured surveys, sentiment-based assessments with market-facing members, and a time-to-event dataset was assembled. Sentiment data were analyzed using TF-IDF weighting and polarity scoring, all of whom contributed independently, and validated key trends. Firms operating in high-volatility environments who adopted adaptive marketing strategy saw themselves working closely with customer-oriented initiatives and challenges related to the timing of promotional actions and message consistency were frequently noted at the operational level. The survival models also indicated that such conditions, as shifts in engagement and sentiment, crises, challenges related to resource scarcity, to maintain the stability of expectations of their clients and clarity in strategic decision making. Therefore, it is necessary to understand the structural factors affecting survival, to design and implement support for those firms who enter into the turbulent market and resilience have been identified as the critical mechanism during the disruption. 2025 2025 36 46 10.54216/JIER.010104 https://www.americaspg.com/articleinfo/42/show/4216