INTERNET TRENDS AS DRIVERS OF MANAGEMENT TRANSFORMATION IN THE DIGITAL ECONOMY
Abstract
The article provides an in-depth examination of Internet trends as multidimensional socio-communicative phenomena that increasingly shape the logic of managerial transformation in the digital economy. The purpose of the study is to clarify how trend-driven dynamics influence the evolution of management practices, decision-making processes, and organizational adaptability. The relevance of the topic is determined by the rapid growth of digital interactions, the intensification of information flows, and the growing dependence of organizations on online behavioral patterns. The research methodology combines analytical, comparative, and conceptual approaches, enabling a structured interpretation of psychological triggers of virality, mechanisms of informational cascades, and network effects generated by digital platforms. The results demonstrate that Internet trends modify consumer expectations, reshape communication formats, and stimulate the formation of new managerial models based on interactivity, emotional engagement, and acceleration of information diffusion. The study emphasizes the managerial importance of understanding attention-driven competition and the role of trend formation within the attention economy. It also highlights the strategic value of classifying Internet trends to improve organizational decision-making, strengthen marketing and communication strategies, and enhance customer-centric approaches. Particular attention is given to examples of how Ukrainian companies apply digital trends to increase brand visibility, optimize interaction with audiences, and develop innovative communication ecosystems. The practical value of the article lies in substantiating managerial competencies needed for effective integration of trend dynamics into organizational development. The conclusions state that Internet trends function not only as cultural or communicative signals but also as strategic drivers of competitive advantage, organizational resilience, and long-term sustainability in a rapidly changing digital environment.
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