Psychological aspects of identifying and studying digital opinion leaders

Abstract

Modern society is increasingly immersed in the digital space, and modern youth, so-called generation Z, considers it a full-fledged part of their living space. It becomes especially important to study the processes of forming value-semantic attitudes and life guidelines of young people in the digital environment. The article provides an overview of current research on the concept of digital opinion leadership and the figure of an opinion leader in the digital environment. The authors have consistently disclosed the concept and strategies of researching the personality of an' opinion leader' in various sciences – sociology, marketing, psychology, while showing the ambiguity of this term and the lack of a unified approach to the study of the phenomenon. Much attention is paid to the concept of an opinion leader in the digital environment – the authors present a comprehensive analysis of modern works in the field of sociology, mathematical processes, marketing, advertising, economics, philology and psychology that define this phenomenon. At the same time, in the article, the authors share the concepts of a popular person, an 'influencer' and an opinion leader. The article presents and classifies existing approaches to identifying opinion leaders in the digital environment, their strengths and weaknesses. The sociological, marketing and psychological studies devoted to the study of the mechanisms of influence of opinion leaders on their audience are considered. Based on the analysis, a theoretical psychological model for identifying opinion leaders in a digital environment is presented, based on the well-known mechanisms of influence of an opinion leader on his audience. In conclusion, the article raises the question of the perspectives for psychological research in this area.

The capacity of blogosphere in the framework of constructing the image of the future among youth

“…At the same time, some authors [35] separate the concepts of influencer and opinion leader [16] according to the degree of influence on users. An influencer has a great influence on his audience, forming a system of views and values among his audience, and an influencer is a popular person who can influence the formation of the opinion of his audience only in a private matter due to his recognition and fame [12]. This thesis can be confirmed by a study carried out by a team of authors from China [58].…”

Attitude of Russia and Mongolia’s student youth towards students with disabilities as a condition for the formation of the inclusive educational environment

“…Universities with a structure such as the Inclusive Education Resource and Methodology Centre, staffed by competent specialists in the field of inclusion and with special technical means of education, allowing to fully support students with SEN, is certainly a visual informational and pedagogical platform, where, starting from the first course, all students are included in the integrated format of various events. Close collective actions, communication, trust, mutual assistance allow the student youth to be on equal, open to each other, since the commonality of interests, not only in IEE, but also outside the study, certainly unites and helps to improve the quality of life [22].…”

The role of generation Z media literacy in confronting the destructive value messages of digital media

“…Those are the sphere of professional self-determination and self-realization, the sphere of relationships, and the sphere of self-presentation and life philosophy. They show that in their messages the influencers express the ideas of freedom and autonomy in all spheres of life, and the representatives of generation Z support them [31].…”