Communications Efficiency Within Digital Landscape of Organizational Behaviour: Culture, Practice, and Tools

Introduction: The relevance of the study lies in the need to rethink the impact of digital technologies on the culture of organizational communication, as changes in communication practices and ethical norms affect the effectiveness of internal interaction in organizationsObjective: The purpose of the article is to identify and evaluate the specific effects of digital communications on the culture of organizational communication, taking into account the transformations of social norms and ethical principles in the digital age.Methods: The study used qualitative and quantitative methods. For theoretical substantiation, there was used a synthesis of literature sources, systematization and generalization methods to analyze the impact of digital solutions on organizational culture. The quantitative research included an online survey of 104 employees, with data analysis using indices of trust, satisfaction, and ethical comfort, as well as correlation analysis to test hypotheses about the impact of digital tools on the quality of communication.Results: The quantitative analysis revealed a high level of digital engagement (4.51), communication satisfaction (4.46), ethical comfort (3.95), and an average level of trust (3.28), indicating an uneven impact of digital tools on various aspects of the communication environment. The correlation analysis revealed statistically significant positive correlations between digital activity and satisfaction (r = 0.571, p < 0.001) and communication effectiveness (r = 0.514, p < 0.001), while trust and ethical comfort showed weaker and more variable relationships, in particular with openness (r = 0.200, p < 0.05) and sense of security (r = 0.242, p < 0.05). Therefore, the results confirm the positive impact of digital activity on communication satisfaction, while pointing to the need for more detailed research on the relationship between digital tools and trust and ethical comfort.Conclusions: Digitalization is significantly transforming the culture of organizational communication, forming new ethical guidelines, models of interaction and management, which are based on flexibility, mobility and technological integration, setting strategic vectors for the development of modern organizations. Therefore, based on a quantitative analysis, there can be proposed the integration of digital communication tools that contribute to strengthening ethical interaction, increasing the transparency of intra-organizational dialogue, and forming an adaptive communication culture focused on the values of the digital age.