THE ‘INFLUENCERS’ OF INSTAGRAM: A DISCRIMINANT ANALYSIS OF MACHIAVELLIANISM, SELF-ESTEEM AND FEAR OF NEGATIVE EVALUATION AMONG THOSE WHOM PEOPLE FOLLOW

Abstract

Social media influencers are the individuals who shape audience’s attitudes through various blogs, tweets, and use of various social media. These individuals have established their credibility in some industry, have a large audience whom they can influence or persuade to act on their recommendations. Social media influencers are what they are due to their attractive behaviour exhibited in social media platforms. This study aimed to investigate machiavellianism, self-esteem, and fear of negative evaluation of these stars of social media. Data was collected from 500 Instagram users (aged 18-30 years), who were classified into 250 active social media users and 250 passive social media users. Machiavellianism was assessed using Mach-IV scale, self-esteem using Rosenberg self-esteem scale and Fear of negative evaluation using Brief FNE scale. The obtained results have highlighted the discriminating power of machiavellianism, self-esteem and fear of negative evaluation between active and passive users, and the probable cause behind the findings.