72 THE ECONOMY OF IMPRESSIONS IN DIGITAL TRANSFORMATION

Abstract

The relevance of the research is determined by the need to generalize the nature and content of the impression economy, which, in the conditions of digitalization of social and economic development, acquires the features of the resource nature of reproduction. It is emphasized that the economy of expectations and the economy of impressions in the digital age have a different content nature, an impression in the literal sense of this concept cannot be called a product or service, reviews and impressions are intangible. The provisions of the influence of impressions and reviews on the activities of business structures in the context of digital transformation are summarized. Specific features of managing the experience of digital interaction with business structures in ideal conditions are revealed, taking into account the assessment of impressions, the enlarged qualitative differences in the nature of impressions in the conditions of analog and digital economy are analyzed. Structuring is given and the features of impressions and reviews in the conditions of analog and digital economy are analyzed (speed of distribution, breadth and depth of coverage, involvement in the process, satisfaction). The content and specific socio-economic nature of reviews and impressions in the digital economy are considered. The importance of studying impressions and reviews of goods, works and services to ensure sustainable and cost-effective activities of enterprises is emphasized.