Digital Influencers and Portuguese Followers: The Cameron Dallas Case

Since the end of the 21st century, social media have an important role as a media communication method. The created content is spread in a quickly and personalized way and the user is, at the same time, content creator and receiver. In this perspective, digital influencers assume an important role in brand promotion. They are individuals who get closer to the public ensuring more confidence in the brand or product they are promoting. That doesn't happen in traditional publicity as TV, radio or newspapers commercials. In other perspective, digital influencers can be relationship builders. Through a survey by questionnaire, we wanted to know the Cameron Dallas' psychosocial importance in his Portuguese followers. The results show us that this digital influencer assume a relevant importance when we speak in build and/or close relationships.