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Social activity at all levels of social and professional life in a certain way affects the preservation of stability and further development of society. The article analyzes the features of students' social activity in the digital age. As a research method, the questionnaire method was used, which allows to effectively identify the features of the ideas of students and university teachers about social activity in the conditions of digital transformation. The article describes the peculiarity of the modern stage of development of students' social activity practices; socio-cultural determinants and the constructive basis of students' social activity are determined; the ideas of students and teachers about the peculiarities of social activity of modern youth are revealed. For the first time, the authors analyzed the implementation of social activity in the context of digital transformations. It is proved that students have a decrease in the desire to participate in the practices of social activity. The reasons for the decrease in the social activity among students are revealed: the proposed and performed activities are monotonous and uninteresting; the results of the student's work are not visible; students do not experience much-needed support and approval from people and social groups and communities that are important to them; the contradiction between the expectations and proposed activity; the performed activity does not entail a real solution to a social problem; as a rule, there are no prospects for personal and professional growth; the difficulty of obtaining new skills that can be applied already at the exit into adulthood. It is determined that students of higher educational institutions explain this situation of a decrease in the practices of participation in the events due to the lack of the common information space. It is proved that it is possible to increase the level of social activity of the modern youth by organizing the common information environment in which there will be news about upcoming events. In the opinion of the interviewed students, specialists engaged in the practice of social activity should have a number of professional competencies. [ABSTRACT FROM AUTHOR]

In the modern world of digital technologies, a new alternative consciousness has emerged. It focused on the universal values. In the digital world, companies can win over consumers by demonstrating the social orientation of their activities on the Internet. Many of them began to focus on value-oriented branding and to pay more attention to solving socially significant issues and to interact more actively with consumers, attracting them to participate in good deeds through digital group activity. The article analyzes the peculiarities of the influence of digital group activity on the management of students' loyalty to the product and to the company. As a research method, the questionnaire method was used, which allows to effectively identify the features of the influence of digital group activity on the students’ attitude towards the company. The authors describe the peculiarity of digital transformation on the development of practices for the use of group Internet promotions by Internet marketers. For the first time, the influence of digital group activity on the management of students' loyalty to the product and to the companies in general is analyzed. The reasons for the influence of digital group activity on the students’ loyalty management are proved: virality, speed of distribution, ideological orientation, breadth of audience coverage. It is revealed that a successful scenario of digital group activity, taken from life and close to the majority of the student audience, reflecting their values and intentions, causes loyalty to the company among student youth to a greater extent. It is determined that in order to effectively conduct digital group activity to form loyalty to the product and to the company, a scenario is needed that is not time-consuming for the user and does not require a large number of actions, otherwise it will not be attractive for students. It is shown for the first time that the disadvantages of digital group activity include: cost for conducting; availability only to large companies; rapid fading of interest. It is proved that the digital group activity in order to form loyalty to the product and to the company is focused on quick results. It is considered that in digital group activities students are attracted by simple rules. In the modern world of digital technologies, a new alternative consciousness has emerged. It focused on the universal values. In the digital world, companies can win over consumers by demonstrating the social orientation of their activities on the Internet. Many of them began to focus on value-oriented branding and to pay more attention to solving socially significant issues and to interact more actively with consumers, attracting them to participate in good deeds through digital group activity. The article analyzes the peculiarities of the influence of digital group activity on the management of students' loyalty to the product and to the company. As a research method, the questionnaire method was used, which allows to effectively identify the features of the influence of digital group activity on the students’ attitude towards the company. The authors describe the peculiarity of digital transformation on the development of practices for the use of group Internet promotions by Internet marketers. For the first time, the influence of digital group activity on the management of students' loyalty to the product and to the companies in general is analyzed. The reasons for the influence of digital group activity on the students’ loyalty management are proved: virality, speed of distribution, ideological orientation, breadth of audience coverage. It is revealed that a successful scenario of digital group activity, taken from life and close to the majority of the student audience, reflecting their values and intentions, causes loyalty to the company among student youth to a greater extent. It is determined that in order to effectively conduct digital group activity to form loyalty to the product and to the company, a scenario is needed that is not time-consuming for the user and does not require a large number of actions, otherwise it will not be attractive for students. It is shown for the first time that the disadvantages of digital group activity include: cost for conducting; availability only to large companies; rapid fading of interest. It is proved that the digital group activity in order to form loyalty to the product and to the company is focused on quick results. It is considered that in digital group activities students are attracted by simple rules. [ABSTRACT FROM AUTHOR]