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Digital Communication and the Russian Business Performance

Student: Anton Vlasov

Supervisor: Mariya Molodchik

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Economics (Bachelor)

Final Grade: 9

Year of Graduation: 2019

Digital technology has become essential for socio-economic development. In response to conspicuous digital ubiquity, businesses alter their operations and gain performance advantages. Research into the digitalization performance effect relies on the analysis of communication patterns in the digital environment. In following the already-established line of research, this exploratory study is designed to connect separate digital communication tools within communication dimensions in order to obtain performance-improving combinations in the Russian business context. The verification of the proposed relationships related to companies' digital communication is based on the 600 top Russian companies. By using the principal component analysis and structural equation modeling, we are able to obtain the ultimate digital communication structure that best impacts the companies' performance. The results show a moderate performance effect of the informative value of digital communication, conditioned by the company's credibility in the digital space, as well as the relevance of digitalization analyzed within Russian business.

Full text (added May 13, 2019)

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