With the advent of social media, the traditional communication concept of opinion leaders has begun to see its importance again, as new ways of information flow have changed how users interact with each other. Surplus of information available on the internet encourages opinion seekers to search for advices from credible users on social networks. In doing so, the importance of the foreknowledge of interfaces that spread information to their circle of online contacts and can influence their opinions, is growing on value. Search for virtual closeness increases the possibility for virtual fame, which is reflected in the growth of new digital celebrities. Not only are digital influencers presented with the self-presentation possibility, they influence the transmission of their followers’ values throughout building a natural environment. Bachelor thesis conceptually applies the concept of opinion leaders into new and dynamic media environments- social media Instagram. It focuses on investigating the link between identifying the credibility of Instagram influencers and the traditional communication roles of opinion leaders. Results show that opinion leaders on social media still exist. However, the task of focusing on the narrower field of interest of influential online users shows the importance of distinguishing between different types of online opinion leaders and their different communication roles. Today’s digital influencers are embodying transformed shapes and new communication roles of traditional opinion leaders. Thesis suggests that development of social networks has changed manners of interpersonal communication, therefore showing urgency to redefine old concept of opinion leaders in the modern age.
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