CORPORATE CULTURE AS A FACTOR IN THE FORMATION OF AN ORGANIZATION'S SOCIAL CAPITAL IN THE DIGITAL ECONOMY

Abstract

The article is devoted to a detailed analysis of the role of corporate culture in shaping the social capital of an organization. Corporate culture, as an expression of specific managerial values, norms, and strategic goals, plays a crucial role in the process of formation, development, and effective utilization of an organization's social capital. It defines the principles of interaction among employees, contributes to the formation of shared orientations, and influences the level of trust, cooperation, and solidarity within the workforce. At the same time, corporate culture is predominantly instrumental in nature and only partially affects employees' deep value orientations, as fundamental beliefs and worldviews are formed before an individual enters the organization. It is emphasized that corporate culture is not a direct management tool in the narrow sense but rather creates the general conditions for social interaction within the organization, setting the framework for behavioral models and relationships among employees. Through its influence on the social environment, corporate culture can indirectly determine the effectiveness of specific tools for developing social capital, such as teamwork, internal communication, mentoring, corporate training, and the formation of informal social ties. It contributes to the creation of a favorable organizational climate. Conclusions are drawn regarding the potential of corporate culture in the targeted formation of a symbolic and normative environment that fosters trust relationships, cooperative behavior, orientation toward the common good, and other manifestations of organizational social capital. Particularly important is the development of organizational practices that harmoniously align the interests of the company and its employees, ensuring the stability of social relations and favorable conditions for collective development. Furthermore, the article substantiates that digital technologies play a key role in the modern transformation of the economy, defining its new characteristics and changing approaches to organizational management. One of the significant aspects of this impact is the transformation of social capital – a complex and multifaceted phenomenon that includes a system of social connections, mechanisms of trust, and resource exchange among individuals. In the digital age, social ties acquire a new character due to the proliferation of internet technologies, the development of digital platforms, and social networks, which significantly influence the structure and quality of social capital.