THE ROLE OF DIGITAL COMMUNICATIONS IN MANAGING ORGANIZATIONAL DIGITAL TRANSFORMATION: THE VISION OF ORGANIZATIONAL ADMINISTRATION
Abstract
The future of management is increasingly shaped by digital transformation, evolving employee expectations, and the growing demand for innovative solutions. Digital communication, encompassing the use of electronic platforms and tools, plays a crucial role in facilitating organizational adaptation by enhancing decision-making processes, improving collaboration between departments, and reducing the time required to evaluate strategic alternatives. This study aims to analyse the impact of digital communication on management processes during digital transformation, focusing on senior and middle management perspectives. A quantitative methodology was employed, involving structured surveys conducted across various industries.
The findings highlight that digital communication tools significantly influence decision-making by enabling real-time data exchange, immediate feedback, and informed choices. However, the research also identifies key challenges, including the integration of new technologies into existing processes, ensuring data security, preventing information overload, and supporting employee adaptation through training. Based on the insights gathered, the study proposes a comprehensive framework for digital transformation consisting of three core elements: digital mindset, technologies and infrastructure, and digital capabilities. This framework provides a structured approach to managing transformation, addressing critical factors for success. The results contribute to theoretical understanding and practical application, offering a roadmap for organizations to navigate the complexities of digital transformation while maintaining competitiveness and fostering innovation. In the future, it is advisable to conduct interviews, focus groups with professionals and experts in this field, who can provide a better understanding of the subject.
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