The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information fr
om the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.
Based on the scenario being described within the question it can be said that the term being described is known as the multi-step flow of communication. This is a theory that assumes that business ideas move from the mass media to opinion leaders before reaching the majority of the population. Hoping from one group to the next until reaching the wider audience.
