Two-step flow of communication
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Two-step flow of communication is a model which depicts information flowing via media channels to particular types of people (opinion leaders and opinion formers) to whom other members of a target audience refer for information and guidance.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Two-step flow of communication. A model which depicts information flowing via media channels to particular types of people (opinion leaders and opinion formers) to whom other members of a target audience refer for information and guidance.
