The Influence of Opinion Leaders on Public Opinion and Behavior of Youth: the Communication Aspect

The article explores the phenomenon of opinion leadership among Ukrainian youth in the context of digital transformation and the increasing role of social media in shaping consumer behavior, lifestyle choices, and worldviews. Based on the two-step flow theory of communication by Katz and Lazarsfeld, the study investigates how opinion leaders − often influencers and blog- gers − affect young people’s preferences, trust, and decision-making processes in the digital era. The empirical part is grounded in a quantitative survey conducted among students of four lead- ing universities in Western Ukraine. The findings show that while young individuals rely pri- marily on their judgment, they still partially consider recommendations from media figures, celebrities, and online personalities. Specific were identified as the most popular social plat- forms, serving as the main channels for content dissemination and influence. The study high- lights gender-based differences in content preferences, the perceived credibility of influencers, and levels of trust in various types of opinion leaders. Despite the temporary downturn of the Ukrainian influencer market during wartime, digital opinion leadership remains a powerful force in shaping consumer demand, public attitudes, and brand perception. The research en- riches the academic discourse on youth opinion dynamics and provides practical insights for marketing strategies targeting Generation Z. Furthermore, the study emphasizes the dual na- ture of influence revealing the significant role of family, friends, and educators in shaping youths' decisions alongside online influencers. It also stresses the importance of maintaining a positive reputation among opinion leaders to foster long-term trust and loyalty. The results un- derscore the relevance of opinion leadership as a marketing tool and communication channel in modern society, particularly in post-crisis environments where trust and authenticity become critical. Future studies may benefit from a cross-cultural approach to understanding the bound- aries and varying impact of opinion leadership across different linguistic and socio-cultural en- vironments, as well as from longitudinal research on how political and societal transformations reshape the structure of public authority among young audiences.