The Two-Step Flow Theory in the Digital Age (2005–2025): An Analytical Literature Review

The Two-Step Flow (TSF) theory, developed in the mid-20th century, posits that mass media influence is mediated by opinion leaders who interpret and relay messages to wider audiences. This literature review synthesizes and critically analyzes approximately 60 studies published between 2005 and 2025, exploring the relevance, evolution, and limitations of TSF within the digital media ecosystem. The review evaluates the reconceptualization of opinion leadership (influencers, micro-celebrities, and networked individuals), the transformation of influence pathways (multi-step, networked, and algorithmic flows), and TSF’s application across political communication, health, marketing, and misinformation. While digital media's interactivity, user-generated content, and algorithmic curation challenge the original TSF model, key concepts such as mediated influence and the importance of interpersonal networks persist. The findings suggest that TSF’s enduring value lies in its foundational insight into social mediation, though future research must incorporate algorithmic influence, cross-platform dynamics, and the heterogeneity of digital opinion leadership. The review concludes with a critical discussion and actionable recommendations for future research.