The session brought together different perspectives on the role of digital influencers in contemporary communication. Coordinated by Sandra Miranda, Ana Teresa Machado, Zélia Raposo Santos, Sydney Chinchanachockchai, and Sandra Pereira, the work gathers researchers from different countries and disciplinary areas to analyze the impact of digital influencers, both human and virtual, in multicultural communication.
The presentation was led by Patrícia Dias, from the Universidade Católica Portuguesa, who highlighted the diversity of contexts in which digital influence manifests. Beyond promoting brands and products, influencers can contribute to raising awareness on public interest issues, such as climate change, and to the preservation and dissemination of cultural heritage.
Throughout the presentation, the importance of proximity, trust, and credibility in the relationship between influencers and followers was also emphasized. The discussion also addressed the challenges posed by virtual influencers, created through digital technologies and artificial intelligence, particularly regarding authenticity and building relationships with audiences.
Sandra Pereira, one of the book's editors, highlighted the importance of a comprehensive approach to digital influence that goes beyond the perspective of influencer marketing. The lecturer underscored the contribution of influencers to public relations and organizational communication, particularly through organizational listening, which allows organizations to better understand the expectations, opinions, and needs of their various audiences.
The session thus highlighted the relevance of a strategic and relational approach to digital influence, based on dialogue, building trusting relationships, and attention to cultural diversity. With six chapters, the book explores different dimensions of digital influence, from content related to fashion and marketing campaigns to public debate on climate change, the preservation of indigenous languages, and the potential of virtual influencers.
The publication contributes to reflection on the cultural and strategic dynamics shaping digital communication in the 21st century. Learn more about the publications of the Polytechnic University of Lisbon.
