The Effectiveness of Multimedia Presentations in Corporate Communication: A Qualitative Study

Multimedia presentations have become central to corporate communication—used in investor briefings, internal training, marketing pitches, and leadership messaging. This study investigates the perceived effectiveness of multimedia presentations in corporate communication from the perspectives of communication managers, presenters, and audience members within large and medium-sized organisations. Drawing on Media Richness Theory, Cognitive Load Theory, Dual Coding Theory, Mayer’s Multimedia Learning, Elaboration Likelihood Model, and Social Presence Theory, the study employs a qualitative, multiple-case, phenomenological approach. Data were collected through semi-structured interviews (n = 30), focus groups (4 groups), and document analysis of 20 corporate presentations across industries. Thematic analysis identified five central themes: clarity and comprehension, engagement and retention, emotional and persuasive impact, accessibility and inclusivity, and constraints and unintended effects. Findings suggest that well-designed multimedia presentations enhance attention, comprehension, and persuasion, but their effectiveness depends on cognitive design, presenter skill, organisational culture, and audience characteristics. The study provides theoretical integration, practical design recommendations, and directions for future research. Keywords: corporate communication, enhance attention, comprehension, qualitative research