MODERN FORMS OF NON-COMMERCIAL INTERACTIONS AND INTEGRATED COMMUNICATIONS IN THE DIGITAL ENVIRONMENT AS DRIVERS OF INNOVATION DEVELOPMENT

Abstract

The article examines modern forms of non-commercial interactions and integrated communications in the digital environment in the context of promoting innovation development. The importance of the Internet environment as an interactive space for establishing cooperation between public authorities, business entities, and society is substantiated. The main levels of non-commercial interaction are considered, including information provision, consultation, partnership, and public governance. Digital interaction formats are systematized according to the temporal organization of communication into synchronous and asynchronous forms. Particular attention is paid to the use of webinars, online conferences, Internet-based consultation services, official websites, electronic appeals, electronic petitions, surveys, crowdsourcing platforms, blogs, social networks, and video channels. The potential of these tools to enhance transparency, improve access to information, accelerate communication processes, and establish effective feedback mechanisms among stakeholders is highlighted. Key challenges associated with digital communications are identified, including simulated partnership, limited consideration of public proposals, the insufficient effectiveness of certain forms of electronic participation, and the need for adequate organizational and technical preparation. It is established that the effectiveness of non-commercial interactions depends not only on the availability of digital communication channels but also on the actual incorporation of stakeholder proposals, the quality of communication processes, and the willingness of participants to cooperate. The article concludes that the integrated application of digital tools for non-commercial interaction can strengthen information transparency, foster partnership relations, and create favorable conditions for innovation development.