THE PHENOMENON OF OPINION LEADERS: CONCEPTS, TYPOLOGY, AND MECHANISMS OF INFLUENCE

Abstract

The article is devoted to the study of the phenomenon of opinion leaders (influencers) in the digital media space. The growing popularity of social networks and content creation platforms has led to the emergence of a new type of media personalities – influencers, who are capable of significantly affecting consumer behavior, shaping public attitudes, and acting as key agents of marketing communications. The article defines the concepts of «influencer» and «influencer marketing» and traces the evolution of these notions from the emergence of the blogosphere to the contemporary digital environment. A detailed typology of influencers according to audience size is examined: nano-, micro-, macro-, and mega-influencers. The advantages and limitations of each group are characterized in the context of marketing strategies. The main mechanisms of influence used by opinion leaders are highlighted, particularly through building trust, demonstrating expertise, and transmitting values. The role of influencer marketing as a tool for the development of e-business and as a factor influencing consumer behavior is analyzed. Special attention is paid to issues of reliability, authenticity, and the criteria for selecting influencers for effective marketing campaigns. It is noted that the audience’s perceived trust in an influencer – through assessments of their reliability, attractiveness, and similarity to followers – is a decisive factor in the success of a campaign. It is concluded that influencer activity is an important channel of marketing promotion and a tool for the development of e-business. The results of the study may be used in the practice of media communications and may also serve as a basis for further academic research in the fields of digital communications, media literacy, and consumer behavior in the online environment.