SPECIFICITY AND AUTHOR'S METHODOLOGY FOR ASSESSING THE EFFECTIVENESS OF ELECTRONIC BUSINESS COMMUNICATIONS

The article describes the dynamics of the development of electronic business communications, presents a number of distinctive features of this institutional communication. The brief analysis of existing approaches to the evaluation of electronic business communications is given, based on the analysis of which the author's evaluation methodology is constructed, in which communication channels are analyzed in terms of their communicative accuracy, the possibilities for establishing full-fledged bilateral interaction, target actions and conversion.