Communication Process in the Structure of the Social Responsibility Mechanism of Agribusiness Entities: the Impact of Digital Channels of Social Communication and Modern Practices

The article is devoted to the study of the communication process in the structure of the social responsibility mechanism of agribusiness entities with a focus on digital channels and modern practices. It is determined that the communication process is the fundamental basis for the effective functioning of agribusiness entities' social responsibility mechanism. This process includes key components such as defining the target audience, forming clear and meaningful messages, choosing optimal communication channels, ensuring two-way communication, and constant monitoring of effectiveness. It is established that understanding the internal and external aspects of social responsibility is critically important for forming a meaningful communication process. Internal aspects require internal communication aimed at attracting and informing personnel and external ones - external, which would demonstrate the responsibility of the agribusiness entity to society. It has been proven that modern practices of social responsibility communication in agribusiness actively use digital channels to achieve transparency and involve stakeholders in dialogue. Examples include the active use of social networks, new technologies to visualize the impact and ensure traceability of supply chains, etc. It has been confirmed that the effective combination of clearly defined components of the communication process with an understanding of the internal and external aspects of social responsibility and the implementation of modern digital practices allows agribusiness entities not only to inform about their social initiatives but also to build strong and trusting relationships with stakeholders, improve their reputation and contribute to the sustainable development of the industry as a whole. Insufficient attention to these components can lead to ineffective communication and neutralize the positive impact of socially responsible activities.