The Role of Digital Communication in Directing or Deviating the Public Opinion

Abstract

Digital transformation is shaking the lives of all of us. It has an impact on our expectations as customers or employees. Companies are questioning themselves, changing the way they work, and adapting to this technological environment. All these technological changes have a direct influence on the way information is shared and the means of communication, since it has shaken up the traditional models of classical business communication. Companies in this changing environment are confronted with new challenges and are obliged to cope with this new environment to differentiate themselves from the other competitors. Businesses quickly understood the importance of using new means of communication, especially those that target a wide audience, by applying a new type of communication means and digital communication.