Social drivers of business digital transformation of enterprises

In modern conditions of digital transformation, enterprises should give priority to the study of social aspects of consumer behavior regarding their products and dynamically changing consumer values caused by the inevitable digitalization of society. Companies need to respond with utmost agility to the various challenges of the digital economy, since the subsequent stability of their operations depends on the speed of their response and adaptation to digitalization. In this regard, to operate successfully in today’s market, companies should identify and take into account the key drivers of business digital transformation, among which social drivers hold a special place today. However, such information has not yet been taken into account at the level of individual market entities, and enterprises remain unprepared for the various consequences of digitalization, which collectively creates preconditions for potential threats and the formation of weaknesses in initially successful companies. The aim of the study is to identify the features of consumer behavior and the values of modern consumers as the main social drivers caused by the digitalization of all sectors of the economy. The research is based on the application of empirical research methods, a systematic approach, comparative and expert analysis. The results of the study are to identify the current features of consumer behavior and consumer values, which are the most important social drivers of business digital transformation of enterprises. The novelty and practical value of the obtained results lie in the fact that the data obtained reflect not only specific regional characteristics of consumer behavior in the context of digitalization, but also systemic all-Russian trends in consumer choice, which make it possible to identify the most relevant areas for the digital transformation of modern companies' businesses. In addition, the article introduces and explores the concept of «social drivers of digital transformation», which has been poorly studied to date. It was found that in the context of the digitalization of the economy, a number of traditional emphases have shifted in consumer behavior regarding decision making, as well as the transformation of their values towards various digital trends. The conclusions obtained are prerequisites for the need for enterprises to take into account the social drivers of business digital transformation.