Влияние на дигиталните комуникации върху организационното представяне на българските предприятия
The impact of digital communications on the organizational presentation of the Bulgarian enterprises

Summary/Abstract: The role of digital communication for the success of Bulgarian enterprises has not yet been the subject of sufficient research. The present study aims to trace the opinion of marketing professionals in Bulgaria in the field of digital communications on the impact of digital communication on the organizational performance of Bulgarian companies. The survey includes 511 enterprises, including 64 large and 447 SMEs. The empirical results show that the use of digital communication has a positive impact on organizational performance and allows for unlocking a number of advantages for Bulgarian enterprises such as: building a stronger relationship with consumers, increasing corporate profits, expanding market share, increasing competitiveness, improving the overall performance of the organization, etc.

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