THE ROLE OF ORGANIZATIONAL SUPPORT IN OVERCOMING DIGITAL PRESSURE ON EMPLOYEES

The aim of the article is to identify and theoretically substantiate the role of organizational support in reducing digital pressure on employees arising in the process of digital transformation of business, with a subsequent analysis of the impact of this support on the level of role overload and professional burnout. The nature of digital pressure arising in the context of active implementation of information technologies in business processes is analyzed. The consequences of digitalization for the psycho-emotional state of personnel are described, including emotional exhaustion, deindividualization, decreased job satisfaction and burnout. The concept of organizational support (POS) as a mitigating factor is considered: it is determined that an employee’s perception of care from the organization can reduce the destructive impact of digital loads; arguments are given in favor of the fact that POS helps to preserve emotional resources and adaptability. Based on the requirements-resources model (JD-R), the mediation mechanism between digital challenges and stress reactions is analyzed; the factor of reducing anxiety and emotional burnout in the presence of support from management is considered. The article highlights areas of management practice that can increase employee resilience in the digital environment, in particular: creating a cultural environment that recognizes the importance of mental health; involving employees in management decisions; ensuring transparency and autonomy in digital processes; implementing technostress prevention programs.