COMMUNICATION VIA MESSENGERS: NEW TRENDS AND THEIR IMPACT ON BUSINESS

This article is devoted to the study of the impact of messengers on business communication and their importance in modern marketing strategies. The authors set themselves several key tasks: to analyze the use of messengers for internal and external communication, to evaluate the effectiveness of chatbots in customer service and to study the impact of messengers on the formation of a community around the brand. The main hypothesis is that the introduction of messengers significantly increases the efficiency of interaction both between companies and customers and within organizations, contributing to the creation of a loyal audience and improving teamwork. To test the hypothesis, the authors use methods to analyze, compare, and summarize data from various sources, including market research. The results show that messengers are becoming an important tool for businesses due to their accessibility and functionality. They allow for quick feedback collection, marketing promotions, and constant interaction with customers. Within organizations, messengers improve communication by reducing discussion and decision-making time, which is especially important in remote work environments. The authors note that successful use of messengers requires balancing automation and face-to-face communication to meet the needs of customers and employees. In some cases, users may prefer to communicate with a live person, especially when dealing with complex issues. In conclusion, the paper argues that messengers open new opportunities for businesses by optimizing processes, improving customer service and enhancing internal communication, which in turn contributes to companies’ competitiveness in the market and strengthens their image in the eyes of consumers.