Social scoring: from banking practices to public relations management

In the modern conditions of rapid development of technologies and digitalization, the concept of social scoring is becoming increasingly important. The relevance of the topic lies in the study of methods for assessing the individual behavior of citizens based on digital data and its impact on social and labor relations in Russia. The aim of this article is to analyze existing practices of social scoring, its development in areas beyond finance, such as public relations management; and to identify prospects for the application of this mechanism. The results of the study show that despite the existing risks of privacy violation and possible abuse the introduction of a social rating can contribute to increasing the responsibility of citizens and improving social and labor relations.