THE ROLE OF INFORMAL COMMUNICATIONS IN STRENGTHENING ORGANIZATIONAL IDENTITY IN THE DIGITAL ENVIRONMENT

The article examines the role of informal communications in strengthening organizational identity in a digital environment. The purpose of the study is to identify the impact of digital technologies on the formats and effectiveness of informal interaction, as well as to develop practical recommendations for integrating such tools into the communication strategies of organizations. The authors rely on an analysis of theoretical approaches, an overview of modern Russian practice, as well as research results reflecting the specifics of the functioning of digital platforms and communication channels. It is shown that digital technologies expand the possibilities of informal communication, increase its speed and coverage, but at the same time create risks of information overload, fragmentation of communications and loss of corporate values. Specific tools are proposed, including corporate portals, internal social networks, messengers, and collaboration platforms, with recommendations for adapting them to the organizational culture. It is concluded that the system integration of informal communications into the digital environment helps to strengthen the sense of belonging of employees, increase their involvement and create a positive image of the company.