OPINION LEADER THEORY IN THE CONTEXT OF INTERNET MARKETING

Resumo

Purpose: The article deals with the two-step communication theory, which relies on the assumption of information being transmitted to the audience through intermediaries designated as opinion leaders. The study aims to determine the up-to-date characteristics of opinion leaders as social actors. Methods: An empirical study using the survey method is conducted on a sample of 400 students of universities in Kazan (Russia) aged 18 to 24. Results: The study provides insight into the classical theory through the prism of the modern realities of media content and the media environment, where opinion leaders are being replaced by Internet influencers. Based on empirical material, the paper outlines the main problems and limitations of the use of Influencers as a technology for the promotion of goods and services.