The Two-Step Flow Theory
In the fashion and beauty industries, the two-step flow theory plays a crucial role in influencing our purchasing decisions. Initially developed by Paul Lazarsfeld in the 1940s, this theory explains that media messages only reach the general audience indirectly. Instead, they first reach opinion leaders—individuals who interpret and filter this information before passing it on to their followers. As Lazarsfeld noted, most people are not directly influenced by media but rather by the influence of their acquaintances and opinion leaders.(Weimann, G. (2001) ).
The Two-Step Flow Theory to the Social Media Era
Many marketing companies nowadays have started to use social media, and consequently, also the image of influencers, to promote various types of products. Thanks to today’s social platforms, primarily Instagram, TikTok, YouTube and Snapchat, they are also becoming an ideal marketing tool. Due to their huge online reach, influencers significantly influence our decisions – especially when it comes to the products we buy. Fans are often guided by their example, the desire to be similar to their ideals, and, in most cases, copy their behaviour. Recipients are more inclined to trust influencers than traditional advertising methods. By showing their lives and sharing information about themselves, they build a kind of tower with their fans. They gain their trust and create a community. This strong bond leads to greater loyalty and a higher level of interaction.
“In the age of social media, where trust is a key factor, the authenticity of influencers can outweigh traditional advertisements”
K. Freberg (2011)
How Kylie Jenner Utilized the Two-Step Flow Theory
A contemporary example of effectively leveraging the Two-Step Flow Theory is Kylie Jenner, who created the cosmetic empire Kylie Cosmetics. Kylie is one of the most recognisable people in the world, perfectly fitting the model of an opinion leader. Her vast reach on social media ensures that her message first reaches millions of followers who track her every move, including her product recommendations and reviews.
Kylie did not rely solely on traditional marketing methods when promoting her initial cosmetic products. She regularly showed how she used her products on social media platforms. She used her role as an online opinion leader to reach a broad audience. Her Instagram and Snapchat posts attracted millions of fans who saw her as an authority on beauty and fashion.
“It’s the power of social media, I had such a strong reach before I was able to start anything”
Kylie Jenner (2019)
The information about cosmetic products originally came from something other than the company to consumers. Instead, it was first shared by Kylie, whose opinions carry significant weight for many people. Her followers consume the content and share the information, recommending cosmetics to their friends. Research indicates that “verbal recommendations from close individuals are among the most effective ways to influence purchasing decisions.”
REFERENCE:
- (Weimann, G. (2001) Two-step flow of communication, Two-Step Flow of Communication – an overview | ScienceDirect Topics. Available at: https://www.sciencedirect.com/topics/social-sciences/two-step-flow-of-communication (Accessed: 20 October 2024)
- Freberg, K. et al. (2010) Who are the social media influencers? A study of public perceptions of personality, Public Relations Review. Available at: https://www.sciencedirect.com/science/article/abs/pii/S0363811110001207 (Accessed: 20 October 2024).
- Robehmed, N. (2019) At 21, Kylie Jenner becomes the youngest self-made billionaire ever, Forbes. Available at: https://www.forbes.com/sites/natalierobehmed/2019/03/05/at-21-kylie-jenner-becomes-the-youngest-self-made-billionaire-ever/ (Accessed: 20 October 2024).
Good take on how influencers create our shopping carts!