Principles of digital etiquette in marketing communications

The aim of the article is to identify basic principles digital etiquette in marketing communications. Analyses results. concept «digital etiquette» has been defined as a set rules and norms polite appropriate behavior environment that applies online offline interactions, contrast «netiquette», which covers only communication. peculiarities evolution have analyzed through review special guidelines ethical behavior, created 1980-1990s designed work network. In particular, such works «Towards an ethics for electronic mail» (1985) by N.Z. Shapiro, R.H. Anderson, «A primer on how with USENET community» (1986) C.V. Rospach, «The ten commandments computer ethics» (1992) R. Barquin, «Netiquette» (1994) V. Shea, «Netiquette Guidelines» (1995) S. Hanbridge, recognized fundamental formation etiquette. last decades marked trends transfer netiquette from level «for all» clearly group (users social network, virtual community educational institution, customers brand, users gadgets, target audience product, specialists particular field, etc.). communications identified (1) mutual respect politeness; 2) conciseness; 3) timeliness; 4) «information hygiene»; 5) responsibility actions; 6) taking into account human factor; 7) restraint correctness; 8) security confidentiality). It argued these should be approving behavioral model accordance strategy. Conclusions directions further research. development implementation code both at individual enterprise Ukraine, would regulate issue communications, considered promising research within above issues.