Katz and Lazarsfeld

Katz and Lazarsfeld were influential researchers in sociology and communication who studied how ideas, information, and influence spread through social networks. They introduced the concept of "opinion leaders," individuals who are more informed or influential within their communities and play a key role in influencing others’ attitudes and behaviors. Their work helped explain how word-of-mouth and personal relationships impact decision-making, especially in areas like marketing and public opinion. Essentially, they highlighted that social influence is often mediated through trusted interpersonal connections, rather than just mass media.