The managing the social image of an organization in the digital economy

Abstract

The transition to digitalization has had a significant impact on the competitive balance of power. The new conditions favor companies that have been in the industry for a long time or do not have much experience. These companies are not always able to compete with large players, even if they work with large volumes of products. However, at the same time, they occupy a leading position because they were able to quickly and timely adapt to the new requirements of the consumer market. In other words, the biggest opportunities in today's business world lie with startups that are willing to embrace new business models and change the rules of the game. In this context, companies that have been around for a long time need to pay attention to changes that affect key elements of capital such as image (symbolic capital). Integrating modern digital trends with traditional approaches to creating a corporate image is critical to a company's survival. This article examines the elements of social image and the features of the formation of a corporate image in the light of the transition to digitalization.