# Methodology for Assessing the Digital Image of an Enterprise with Its Industry Specifics
## 2 Materials and Methods  
In today's economy, digital technologies have experienced a rapid rise, having major impact on short- and long-term development. The pandemic accelerated brand-new transformation of small and medium-sized enterprises, though it made their future management strategies tentative. However, active digitalization was gradually gaining momentum even before the coronavirus pandemic, as evidenced by the fairly early emergence of innovative business models, the move into marketplaces, and large-scale production automation. The pandemic forced governments to impose certain regulations, including social distancing and wearing masks, as preventive measures against the spreading of the virus. As a result, those strict, law-making instruments exerted a lot of pressure on businesses to completely stop or transform working processes. However, the all-embracing development of remote communications, web apps, and digital technologies enabled small enterprises to collaborate with bigger and influential partners [8]. One study proved a hypothesis about the impact of digital technologies on business development. The research concluded that digitalization empowers the creation of sustainable competitive advantages by accumulating and collecting big data or network effect (a phenomenon whereby a product or service gains additional value as more people use it). In other words, the more data and network effect are taken into consideration in business model, the higher the possibility of a company being competitive [9]. An important conclusion of the study that connects digitalization and the industry under study should also be noted here: digitalization is the best-case scenario for maximizing the efficiency of transport and logistics, thereby, enabling the Russian economy to better cope with the challenges of competitiveness and efficiency [10]. In the digitalization process, it is important to consider that poor quality of technologies used and developed can cause failures in the system which affect consumer confidence in the technology. Consumers are becoming more demanding when it comes to the quality of services, their speed and security, and the security of their data. Logistics companies must follow new consumer trends--adapting general commerce to \"connected commerce\"--in other words, commerce that is permanently accessible on online platforms (PwC Report, 2016). At the same time, they face the problem of managing the database, because its potential is growing rapidly, but companies have no time to master new digitalization technologies. So, according to a statistical study of PwC Industry 4.0 in 2016, only 28% of transportation companies rated themselves as \"advanced\" in digitalization, while consumers rated themselves as \"advanced\" at a rate of 41-45% ([PERSON], 2016). Thus, there was a lag between the digitization of delivery services and their consumers' needs in the aspect of the use of information technology. In addition to being influenced by the quality of technology, consumer trust is also influenced by a company's image in the digital environment. Through digital channels, logistics, and transportation, companies remain relevant to consumers. To track the quality of a product or service, the consumer preliminarily analyzes reviews, which, in turn, form the image of the company and have a significant impact on promotion and, therefore, market capitalization. According to study ([PERSON], 2016), 97% of consumers look for reviews before buying a product or service, 74% of consumers trust the manufacturer in the case of positive reviews of products, and 60% of respondents refuse to buy in the case of negative reviews. That being said, different platforms influence consumer opinion in various ways. The same study cited the Edelman Trust Barometer report on the search results that inspire the most trust among consumers. For example, 78% of customers depend on social media posts for their purchase decision, and 71% of consumers recommend a brand to friends through social media.