The Impact of a Company’s Digital Image on its Performance

Digitalization and the use of digital technologies allow companies to interact with consumers, have competitive advantages and a possible impact on the organization’s profitability. The purpose of the study is to assess the impact of the digital image of companies on performance indicators in the banking industry. The assessment is based on a sample of Russian public banks for the period from 2019 to 2021. The main research method of the study is econometric analysis and the construction of a two-way fixed-effects model. The dependent variables are company’s value, net assets, ROA, capital adequacy ratio. The metrics of a digital image are the visibility of the commercial bank and engagement of VK social network. As a result of the study, a significant impact of the company's digital image on its performance indicators was revealed.The presence of an application for investors, as well as the age of the VK community, has a positive effect on the company's net assets. However, the availability of an application for corporate clients has a negative impact on the value of the company, which may be caused by insufficient quality of development and convenience of functions.The study consists of a theoretical review of the main works on the digital image and its relationship to the effectiveness of the company, a description of the methods and analysis of the research results.