Two Step Flow

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Definition: Two Step Flow

Two step flow is a model for flow of communication. It states that the communication happens in two steps, at first the message reaches the opinion leaders through mass marketing & then gets passed on to the common people through them. The opinion leaders are the people who are active media users & collect, interpret & diffuse the simplified messages to the less active users or consumers.

This means that most of the information doesn’t reach consumers directly but through opinion leaders. The opinion leaders play very important role in influencing the decisions of people & are often targeted by companies to create a positive word of mouth for their product or services. The role of opinion leaders increases in rural market as mass marketing is limited in villages. The role or influence of opinion leaders would decrease with increase in media access by people.


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