Integration of Information and Media Communications in the Conditions of Electronic Business

Abstract

The purpose of the article is to comprehensively analyse the processes of integration of information and media communications in the context of electronic business in the service sector, as well as to outline the main trends and opportunities for their further development. Methodology of the research consists in the use of general scientific and special methods of cognition, in particular, methods of comparative analysis, statistical, terminological and other research methods, as well as methods of analytical Internet monitoring. Scientific novelty of this paper lies in the fact that the features of the modern development of integration processes between information and media communications in the context of electronic business, in particular in the service sector. The issue of integrating information and media technologies into a single communications system, which is a strategic direction for the development of both business and state institutions, educational institutions, and cultural organisations, has been comprehensively analysed. Conclusions. Information and media communications have become the basis for the functioning of electronic business in the digital society. They integrate technological, organisational, marketing and social elements, forming a single system of information exchange between participants in business processes. Artificial intelligence, blockchain, cloud services and data analytics open up new horizons for personalisation, efficiency and security. However, technological innovations must be accompanied by the development of human capital, ethical standards and digital culture. Information and media communications are becoming not just a tool for disseminating information, but the basis for forming long-term relationships between the organisation and society in the new digital reality.