Analysis of the Impact of Digital Communication Tools on Organizational Culture and Communication Effectiveness within Enterprises

The issue of improving the organizational culture of enterprises is becoming increasingly relevant in light of the need to enhance the effectiveness of human resources policy and employees’ motivation. Being aware of the importance of developing organizational culture and the effectiveness of internal communication, managers of enterprises very rarely have an information basis for a model of their effective construction. The study aims to analyze the current role of digital transformation tools within the communication process to optimize organizational culture and increase communication effectiveness. The research was conducted using the general methods of scientific cognition, in particular, analysis and synthesis, induction and deduction, abstraction, specification, and formalization. The study identified the potential of digital communication tools for the cultural and communication optimization of companies. The authors have analyzed the factors of insufficiently effective development of organizational culture. The article substantiates the need for the synergy of process, system-behavioral, adaptive-situational, psychodynamic, and competence approaches. The authors have proposed ways of digital transformation of organizational and communication culture. Based on this, the main vectors for optimizing the concept of organizational management of the transformation of the communication sphere of companies have been identified. It has been proved that the conceptual model of an effective organizational culture is based on long-term measures to implement the strategic goals of enterprise development through continuous self-development and continuous improvement of communication skills using modern and innovative digital tools.