Digital transformation and its role in the effectiveness of the communication process of institutions,field study at institution Star Brands

Abstract

The development of communication and information technology has led to a change in the form of work and its processes, methods of marketing and business management, as it has moved from the traditional form of work that is characterized by a stable organization of the communication process and work rules; To the emergence of new forms of work, including what is based mainly on the use of digital technology, and this use led to profound effects on the organizational, communication and relational level within institutions, this field study aims to highlight the role and contribution of digital transformation through the adoption of digitization and the use of digital communication techniques in achieving communication effectiveness in the private economic institution "Star Brands",