Modern society is increasingly immersed in the digital space, and modern youth,so-called generation Z, considers it a full-fledged part of their living space. It becomes especially important to study the processes of forming value-semantic attitudes and life guidelines of young people in the digital environment. The article provides an overview of current research on the concept of digital opinion leadership and the figure of an opinion leader in the digital environment. The authors have consistently disclosed the concept and strategies of researching the personality of an' opinion leader' in various sciences - sociology, marketing, psychology, while showing the ambiguity of this term and the lack of a unified approach to the study of the phenomenon. Much attention is paid to the concept of an opinion leader in the digital environment - the authors present a comprehensive analysis of modern works in the field of sociology, mathematical processes, marketing, advertising, economics, philology and psychology that define this phenomenon. At the same time, in the article, the authors share the concepts of a popular person, an 'influencer' and an opinion leader. The article presents and classifies existing approaches to identifying opinion leaders in the digital environment, their strengths and weaknesses. The sociological, marketing and psychological studies devoted to the study of the mechanisms of influence of opinion leaders on their audience are considered. Based on the analysis, a theoretical psychological model for identifying opinion leaders in a digital environment is presented, based on the well-known mechanisms of influence of an opinion leader on his audience. In conclusion, the article raises the question of the perspectives for psychological research in this area.