THE IMPACT OF DIGITAL COMMUNICATION ON THE EFFECTIVENESS OF BUSINESS NEGOTIATIONS

Abstract

This paper explores the impact of digital communication on the effectiveness of business negotiations, emphasizing its advantages, challenges, and strategies for optimization. Digital platforms, such as Zoom, Microsoft Teams, and email, have transformed negotiations by overcoming geographical and logistical barriers, enabling time and cost savings, facilitating asynchronous communication, and promoting greater inclusivity. However, challenges such as reduced nonverbal cues, technical issues, cultural misunderstandings, and limited emotional connection can impede negotiation outcomes. Using descriptive scientific methods, including analysis, synthesis, induction, and deduction, the study integrates findings from literature and case studies to propose practical strategies. These include establishing clear communication protocols, prioritizing video calls, training staff on cultural sensitivity, combining synchronous and asynchronous channels, and leveraging emerging technologies such as artificial intelligence and virtual reality. The paper concludes that while digital communication offers significant opportunities, careful management of its limitations is crucial to maximizing the effectiveness of negotiation, with further research needed on cultural influences, AI applications, and long-term effects on business relationships.