The article presents an analysis of the studied theoretical material on topical issues of identifying the role of the Internet and network communities influencing the socio-cultural life of society, the possibility of using Internet platforms. The data on the growth of Internet users and online communities in Kazakhstan in comparison with global world statistics are presented. In the presented article, the authors present an attempt to substantiate the influence of the digital environment on the transformation of relationships among the main Internet users – students of higher educational institutions. The authors analyze relevant research by foreign scientists who have studied interpersonal relationships and virtual communication in the «on-line community». The article presents the results of the conducted research, which allows to identify virtual romantic relationships and behavioral deviations among students of universities of Kazakhstan in the «on-line community». The authors studied the respondents' responses in relation to virtual support («following»), virtual love, virtual friendship («friendship») and trolling. A SWOT analysis based on the results of a research survey is presented. The authors see further prospects for the study in the study of the formation of a network communicative culture and digital etiquette of teachers and students in the  «on-line community».