THE BROKEN MYTH OF THE OPINION LEADER. A SOCIOLOGICAL SURVEY CONDUCTED AMONG UBB STUDENTS
THE BROKEN MYTH OF THE OPINION LEADER. A SOCIOLOGICAL SURVEY CONDUCTED AMONG UBB STUDENTS

Summary/Abstract: The present paper reports the findings of a carefully prepared survey conducted in the student city Cluj-Napoca regarding an important factor of the "two-step flow of communication" model. The aim of the study is to find out who the influentials for the students enrolled in the Babeș-Bolyai University are, whether they are formal or rather informal opinion leaders, persons from the media or from their everyday life, but also to find out which values are appreciated nowadays by the respondents. The results of this survey, although far from definitive, seem to be revealing and encouraging for conducting further studies in this direction.

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