Multi-step flow theory
The multi-step flow theory assumes ideas flow from mass media to opinion leaders before being disseminated to a wider population. This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955.The multi-step flow theory offers a larger range of interaction between opinion leaders, information  sources and audiences than the two-step model, which argues that information flows from mass media directly to influencers who then directly share it with their audience. This theory accounts more for the social nature of sharing information than the one-step or two-step flow theories. The two-step theory was popular when it was first introduced, but when it became difficult to actually measure opinion leaders' influence on the public's behavior and their opinions, the multi-step theory was developed.