The Two-Step Flow Theory of Communication | Marketing & Communication (EN Sub)

The Two-Step Flow: Understanding the power of communication | Marketing & Communication
The two-step flow model deals with the effect of mass media. According to the two-step flow model, there are opinion leaders and opinion followers. The opinion leaders are responsible for placing topics on the agenda of the followers. The opinion leaders are early adopters, they come across new topics and media content before anyone else and then pass on this information.
00:00 - Introduction
00:24 - Key message of the two-step flow
00:53 - Interaction between opinion leader and opinion follower
01:08 - Opinion leader
01:36 - Two-step flow hypothesis
01:45 - Multi-step flow hypothesis
02:15 - Topicality of the two-step flow model
02:37 - Summary
This content is part of the ISM distance learning programme, 100% digital. Connect and always be up to date:
► Our website: ism-fernstudium.de/
Instagram: / ism_fernstudium
► ISM distance learning blog: ism-fernstudium.de/fernstudiu...
Do you have any questions? No problem! Our study counselling service
► Phone: [phone]
►Whatsapp: [phone]
►Email: [e-mail]

[@emiglod5797]

Sehr gutes und verständliches Video. Vielen Dank!!!

[@AnomalieDesWassers]

Guter Schwamm