The book Influencing Across Cultures – The Role of Digital Influencers in Multicultural Communication, part of the Coleção Caminhos do Conhecimento published by Polytechnic University of Lisbon (UPL), was presented on 19 October at Palácio de Baldaya, in a session that brought together different perspectives on the role of digital influencers in contemporary communication.

Co-edited by Sandra Miranda, Ana Teresa Machado, Zélia Raposo Santos, Sydney Chinchanachockchai and Sandra Pereira, the book brings together researchers from different countries and academic disciplines to examine the impact of human and virtual digital influencers on multicultural communication.

The book was presented by Patrícia Dias, from Universidade Católica Portuguesa, who highlighted the diversity of contexts in which digital influence manifests itself. Beyond promoting brands and products, influencers can also help raise awareness of issues of public interest, such as climate change, and contribute to the preservation and promotion of cultural heritage.

Throughout the presentation, the importance of closeness, trust and credibility in the relationship between influencers and their followers was also highlighted. The discussion further explored the challenges posed by virtual influencers, created using digital technologies and artificial intelligence, particularly in terms of authenticity and the building of relationships with audiences.

Sandra Pereira, one of the book’s editors, highlighted the importance of taking a comprehensive approach to digital influence that goes beyond the perspective of influencer marketing. She emphasised the contribution of influencers to public relations and organisational communication, particularly through organisational listening, which enables organisations to better understand the expectations, opinions and needs of their different audiences.

The session thus highlighted the importance of a strategic, relationship-based approach to digital influence, grounded in dialogue, the building of trusting relationships and an awareness of cultural diversity.

With six chapters, Influencing Across Cultures – The Role of Digital Influencers in Multicultural Communication explores different dimensions of digital influence, from fashion-related content and marketing campaigns to public debate on climate change, the preservation of indigenous languages and the potential of virtual influencers.

The publication contributes to the debate on the cultural and strategic dynamics shaping digital communication in the 21st century.

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