Digital Communications Management of the Organization in the Conditions of the Media Prosumerism Development

In conditions of digital transformation, the communication interaction between the organization and the consumer has been changed. In terms of digital environment, the consumer is considered as a specialist who is competent in media at the interpersonal and mass levels as a media producer. Media prosumerism has a dual nature: on the one hand, it complicates the process of controlling the product's communicational support; on the other hand, it provides opportunities to increase audience engagement. Digitalization encourages companies to rebuild product value chains, relying on the co-creativity and initiative of prosumers. The purpose of the research is to describe the management instruments of digital communications under the conditions of media space convergence. This research explores the tools of interaction with the media prosumers, such as influence marketing, rephrase marketing, SMM, new media, and educational marketing. The results from the interaction between the organization and media prosumers are also described.