DIGITAL TRANSFORMATION OF BUSINESS COMMUNICATIONS AS A DRIVER OF COMPANY'S INVESTMENT ATTRACTIVENESS

Abstract

This article explores the impact of digital transformation in business communications on enhancing a company's investment attractiveness. The study underscores the importance of adapting communication strategies to align with the demands of the digital era, focusing on the role of innovative tools and technologies in building investor trust and organizational competitiveness. Key mechanisms are identified that demonstrate how digital communication contributes to fostering transparency, optimizing business processes, and expanding market reach. The research emphasizes personalized interaction, communication automation, data-driven decision-making, and reputation enhancement as core drivers of investment appeal. The methodology includes analytical approaches to evaluate the practical implications of digital tools like CRM systems, automated messaging platforms, data visualization dashboards, and social media analytics in improving communication efficiency. The findings reveal that companies implementing these technologies achieve greater operational transparency, directly influencing investor confidence. Automated solutions streamline the interaction process, enabling organizations to respond more effectively to market needs, while personalized communication strategies improve client and partner satisfaction, strengthening long-term relationships. The study also highlights the importance of data analysis in assessing the effectiveness of communication strategies. Insights derived from these analyses allow companies to adjust their approaches, ensuring alignment with organizational goals and stakeholder expectations. Furthermore, building a reputation as an innovative and forward-thinking organization significantly enhances market perception and attracts investors, particularly in competitive sectors. Practical recommendations from the research focus on helping businesses effectively utilize digital communication technologies to increase their market value, attract investments, and sustain growth in an increasingly dynamic and digitalized global economy. By adopting these tools, organizations can better position themselves to meet evolving challenges and capitalize on new opportunities. The results emphasize that a comprehensive approach to digital transformation in business communications is essential for achieving sustainable success and maintaining a competitive edge.