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 organizations Objective: 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