Multimedia Museum Projects as a Tool for Developing the Corporate Identity of Russian Enterprises

The article is devoted to the study of the role of multimedia projects of corporate museums in the formation and strengthening of the corporate identity of Russian companies. In the context of digital change, corporate museums in Russia are becoming strategically important communication centers for employees, customers and partners, going beyond the storage of artifacts. Despite the growing number of such museum multimedia projects, there remains a shortage of research in the scientific literature systematically analyzing the mechanisms and effectiveness of their impact on the corporate identity of the organization. The purpose of the study is to analyze and identify the key aspects of the impact of multimedia projects of corporate museums on the development of corporate identity of Russian companies. The methodological basis was a qualitative case analysis based on the principles of comparative and contextual analysis. The empirical base is formed by the implemented projects of the companies Abrau-Durso, Uralkali, PhosAgro and ERIS, selected according to the criteria of industry diversity, technological advancement and data availability. The results of the study demonstrate that multimedia is modernizing corporate museums, enhancing their attractiveness and communication function. In addition, multimedia projects act as a tool for visualizing and narrativizing key values and priorities of the corporate organizational culture, contributing to their integration among employees and recognition for the external public, which also helps to strengthen the existing corporate identity of the company. They make the history, values, and mission of companies emotionally meaningful and accessible to employees and outside groups of the public. The analyzed cases confirm that VR, video, interactive maps, audio guides and 3D tours form a positive image, strengthen connections with audiences and influence the development of corporate identity of enterprises. The scientific novelty lies in the development of an analytical scheme for evaluating projects through the prism of E. Shane's three-level model of organizational culture and in the systematization of types of multimedia practices. In addition, the research will contribute to the systematization of theories and approaches, the development of a methodology for further research on the role of multimedia in the museum sector and the formation of the company's corporate identity. The practical significance of the work is related to the formation of recommendations for corporate museums and their employees, PR and HR departments of companies whose activities are aimed at organizing various events, museum projects and their integration into the development strategy and strengthening the corporate identity of the company.