APPLICATION OF THE TWO-STEP FLOW THEORY IN UNIVERSITY ADMISSION COMMUNICATION CAMPAIGNS IN VIETNAM'S DIGITAL ERA

This paper focuses on the application of the two-step flow theory in university admission communication strategies, particularly in the context of university autonomy in Vietnam. The two-step flow theory, developed by Katz and Lazarsfeld (1955), emphasizes the role of opinion leaders in transmitting messages from the information source to the target audience. In addition to analyzing the core elements of the theory and the methods of identifying and utilizing influential individuals within the educational community, this study proposes solutions for applying digital tools to support communication processes. These solutions include optimizing content and search engine tools, organizing both online and offline communication events, and closely coordinating with opinion leaders to implement proactive, flexible, and creative admission communication campaigns that are sustained throughout the process. Consequently, the study aims to enhance the quality of university admissions in the context of digital transformation.