Cross-cultural communication in the digital age


  • Denys Lifintsev Kyiv National Economic University named after Vadym Hetman
  • Wanja Wellbrock Heilbronn University of Applied Sciences


cross-cultural communication, digitalization, digital skills, culture


This study explores the impact of digitalization on cross-cultural communication processes. A sample consists of 393 young adults (aged under 30 years) from seven countries (Bulgaria, Egypt, Germany, Morocco, Portugal, Romania, Ukraine) representing different regions in Europe and Africa. The results indicate that new generations (Millennials and Generation “Z”) are highly interested in crosscultural communication; they believe that digitalization significantly simplifies cross-cultural communication processes including facilitating language barriers problems. The discussion of the findings includes the analyses of opportunities provided by new technologies in the era of digital globalization.

Biografias Autor

Denys Lifintsev, Kyiv National Economic University named after Vadym Hetman

Associate professor

Wanja Wellbrock, Heilbronn University of Applied Sciences

Prof., Dr.


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