University of San Jose-Recoletos

Department of Psychology and Library Information Science

Psych 16A: Research in Psychology 1

A Study on the Effects of Machiavellianism in Maintaining Friendship and the Desire for
Fame among Social Media Influencers

Abapo, Alliah Sineth

Escoto, Joyce Marie
Gorosin, Irvette Gale

Class Offer Code: 6452 Research 1

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1.0 Introduction

The digital landscape has undergone a dramatic shift in recent decades. Social media,
defined by Ajijola (2023) as online communication platforms emphasizing user-generated content,
collaboration, and community engagement, has become a dominant force (Boyd, 2007). This rise
in social media platforms coincided with the emergence of Social Media Influencers in the early
2000s (Our World in Data, 2019). The term "Social media influencer" is generally understood to
describe individuals with significant social media followings (Jun & Yi, 2020; Kádeková &
Holienčinová, 2018). Estimates suggest millions of influencers exist across platforms like
Instagram, YouTube, and TikTok (Mediakix, 2021). Social media influencers (SMIs) wield
considerable power in shaping advertising and content creation (Jin, 2019). These individuals
strategically utilize social media platforms to cultivate a loyal audience and position themselves
as authorities within specific niches (Coursera, 2024). They often establish themselves as
trendsetters within their chosen fields, which can range from fashion and fitness to travel and
gaming (Jin et al., 2019; Argyris et al., 2020; Campbell & Farrell, 2020). Moreover, social media
platforms play a crucial role for the social media influencers (SMI) in maintaining friendships.
Friendship maintenance involves engaging in interactions that perhaps sustain and support the
relationship. Friends engage in similar behaviors that maintain their relationship, such as sharing
interests, doing recreational activities, and exchanging support and advice (Britannica,2024).
Social Media Influencers often start as regular users sharing experiences, interests, and
recommendations, gradually gaining recognition as they seek external validation, attention, and
financial gain (Shabahang et al., 2022; Hazell & Hazell, 2024). To obtain income, awareness, and
significant influence over their followers, social media influencers (SMI) who seek external
validation begin to yearn for popularity by creating attention-grabbing material. Some, though,
even go so far as to manipulate their content (Scottsdale Community College, 2022).
Machiavellianism may be regarded as the degree to which an individual believes that others may
be manipulated to achieve one’s personal goals (Richford, 1981). Machiavellianism is
characterized as cold and strategic manipulation and deception in interpersonal relationships.
(Christie & Gies, 1970). According to Houston et.al (2015), Machiavellianism and
competitiveness share the same key characteristic of a desire to succeed.
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The world of influencer marketing recognizes that influencers come in many forms. They
vary in their branding strategies, content focus, audience engagement, follower demographics,
influence tactics, and collaboration fees (Campbell & Farrell, 2020; Ge & Gretzel, 2018). This
diversity has led to a range of terms used to categorize them, going beyond just follower count
(Haenlein et al., 2020). These categories often conside7 r factors like "perceived authenticity,
accessibility, expertise, and cultural capital" (Campbell & Farrell, 2020, p.471) alongside follower
size. This study will focus on five influencer classifications: mega-influencers, macro-influencers,
mid-tier influencers, micro-influencers, and nano-influencers.

The influencer hierarchy places mega-influencers at the summit, boasting the largest social
media followings (often exceeding 1 million) and the highest level of public recognition (Campbell
& Farrell, 2020; Mediakix, 2017; Ismail, 2018; Britt et al., 2020). This translates to a powerful
influence on contemporary culture, with mega-influencers shaping trends, driving hashtags,
influencing consumer demand, and steering public attention toward various topics (Mediakix,
2017). Their reach is extensive, often encompassing a global audience, and their content tends to
cover a broader range of interests compared to their smaller influencer counterparts (Ismail, 2018).
As a natural consequence of their massive followings and the extensive impressions they generate,
mega-influencers command the highest fees for brand endorsements and product promotions
(Campbell & Farrell, 2020; Mediakix, 2017).

Following mega-influencers are macro-influencers, who boast sizable followings between

500,000 and 1 million (Mediakix, 2017). Compared to their mega counterparts, they typically
enjoy stronger engagement rates with their audience (Campbell & Farrell, 2020). This translates
to a loyal fanbase that aspires to emulate them. Leveraging their perceived expertise within their
niche, macro-influencers command premium fees for brand collaborations (Campbell & Farrell,
2020). While they may achieve internet fame and often pursue influencing full-time, they generally
lack the celebrity status of mega-influencers, remaining primarily recognized within their online
communities (Campbell & Farrell, 2020; Mediakix, 2017). Mid-tier influencers, with followings
between 50,000 and 500,000, boast higher engagement and are seen as more trustworthy than their
larger counterparts (Izea, 2020; Mediakix, 2017). This niche allows them to potentially transition
to full-time influencing while attracting both specific and general audiences. Even smaller are
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micro-influencers, with audiences ranging from 10,000 to 50,000 followers. These influencers
often focus on specific interests and cultivate tight-knit communities (Izea, 2020; Mediakix, 2017).
While micro-influencers benefit from high trust and engagement, their limited reach can be a
drawback, with some resorting to buying fake followers to inflate their popularity (Mediakix,
2017). At the bottom of the influencer pyramid are nano-influencers. With audiences between
1,000 and 10,000 followers, they typically connect with friends, acquaintances, and local users
(Izea, 2020; Mediakix, 2017.; Campbell & Farrell, 2020). This close-knit community fosters the
highest perceived authenticity and engagement rates among all influencer types (Izea, 2020;
Mediakix, 2017; Campbell & Farrell, 2020). This could be due to the high level of interaction,
with nano-influencers frequently replying to comments and messages (Izea, 2020). Similar to
micro-influencers, they often specialize in a niche topic, potentially with an additional local focus
(Izea, 2020).

Social media has become a breeding ground for influencers, individuals who cultivate
online connections to build social capital, often aiming to leverage that trust into financial gain
through persuasion (Fowler & Thomas, 2023). This influencer community thrives on
collaboration, with practices like co-posting and brand partnerships forming the backbone of their
interactions (Thomas et al.). Social media platforms play a crucial role in fostering these
connections, extending the traditional realm of online friendships to include influencers like
YouTubers, bloggers, and social media celebrities (Berryman & Kavka, 2017) who can forge
strong bonds with their audience (Tan et al., 2019). The highly curated world of social media
influencers extends beyond the carefully crafted online personas. SMIs often cultivate friendships
with each other, fostering a complex dynamic that intertwines personal connections with strategic
career moves (Stoffer, 2018). Collaboration with complementary content creators can significantly
expand an influencer's reach and engagement (Grewal et al., 2020). Partnering with a co-influencer
allows them to tap into each other's audience base, potentially attracting new followers and
boosting their overall influence. A study showed that if popular people on social media
(influencers) befriend people who are different from them (not the same interests), it can help them
get even more followers. This shows that making friends with people who are different can be a
good strategy (Cai et al., 2020). Instead of fierce competition, influencers often engage in mutually
beneficial collaborations, fostering friendships and sharing knowledge to strengthen their positions
(Miguel et al., Reinikainen et al., 2020). Brands recognize the power of influencer trust, seeking
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partnerships to reach new audiences and boost sales (Lee & Watkins, 2016). However, maintaining
this trust is critical for influencers, as any perceived betrayal can sever their connection with their
followers (Tan et al., 2021). Research by Jeri-Anne Lyons suggests that content collaboration can
even foster real-life friendships beyond professional benefits. However, navigating these
influencer relationships requires careful management. When trust is broken or integrity is
questioned, feelings of betrayal can arise, damaging the influencer's reputation (Tan et al., 2021).
Consequently, influencers have become more selective in their collaborations (Watson, 2020) to
maintain their credibility and appeal in the eyes of their followers (Ember, 2015). Moreover,
studies show how online friendships among creators foster mutual growth and learning. Current
research examines online friendships refers to social relationships developed (Brown., et al 2015)
and maintained through digital platforms (Fu, 2022). Studies by Miguel et al. (2022) highlight the
collaborative nature of social media influencer communities. Their findings suggest that social
media influencers maintain friendships through mutual learning, sharing industry tips, assisting
newcomers, and attending events together. These collaborative activities foster strong bonds
within the influencer community. These bonds can range from professional collaborations to close
personal ties. Wong (2024) emphasizes the unique characteristics of online friendships compared
to traditional in-person relationships. Studies explore how online interactions, like gaming, content
sharing, and collaboration, contribute to aspects like emotional connection and attachment security
within these online communities (Wong, 2024). Additionally, research suggests that these online
communities provide valuable feedback, aiding creators in improving their work (Sundawa et
al.,2018). The studies further explore how creators build these online friendships: through
engaging and relatable content (Brown, 2016) and by fostering authentic interactions with their
followers (Sundawa et al., 2018). Furthermore, Gokallier (2022) explores influencer motivations
through the lens of social exchange theory. The research suggests that influencers are driven to
share content, not just for brand partnerships or audience growth, but also to cultivate friendships,
receive support, and gain inspiration from their online peers.

Social Media Influencers start as ordinary consumers on digital platforms however they
have gained recognition and influence over a few numbers of audiences at first, later on gathering
large audiences using their various skills and or jumping to trends in attracting audiences to gain
popularity that eventually sparks the desire for fame (Kiatkawsin & Lee, 2022). SMIs' have various
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desires and motivations for seeking fame. (1) Monetary Gain, Money is a significant driving force
for influencers as they recognize that fame can lead them to profitable brand collaborations,
sponsorships, and advertising deals. The ability to monetize their online presence gives more
encouragement to other influencers to build large followers (Fetter et al., 2023). (2) Exploring New
Products and Services, Influencers relish the opportunity to try new products or services for their
fame allowing them to access exclusive experiences, products, and events as being at the forefront
of trends and innovations is appealing to those seeking influencer status (Fetter et al., 2023; Coyne
et al., 2023.). (3) Enjoyment and Fun, creating content, engaging with followers, and expressing
their unique perspectives bring satisfaction to Many influencers who find their work enjoyable and
fun as the freedom to showcase their online persona and receive feedback adds to the enjoyment
(Finley, 2021; Coyne et al., 2023). (4) Self-worth and Adoration, being admired by fans and
having a large following validate their influence and impact, a result where fame provides a sense
of self-worth, and the adoration from followers contributes to the overall well-being and identity
(Rutledge, 2021). (5) Desire for Attention and Popularity. Some SMIs who exhibit narcissistic
tendencies seek attention, popularity, and validation which is why they use social media (Corney,
2021). These SMIs achieve fame by accumulating many followers by sparking dialogues, setting
trends, and generating interest among their follower community through constantly creating,
posting, and communicating which results in SMIs landing brand collaborations. (Team, 2023;
Dean, 2015; Sanuray, 2023). Social media influencers play an important role in the behavioral
change of their followers with their advice and suggestions (Kurşun & Görgün, 2022). Followers
perceive SMIs who fulfill their needs for ideality, relatedness, and competence because of SMIs'
professional knowledge and expertise for brands, unlike typical celebrities who primarily share
and promote their work. Collaborations are a great opportunity for SMI for a variety of reasons.
First, in the study by Arnesson (2022), Influencers engage in collaborations to present services that
attract middle-class people who are socially conscious. Second, influencers collaborate with
brands to enhance their individual social value and social capital to increase their influence within
the network (Ibáñez‐Sánchez et al., 2021c). Lastly, according to Subbian et al. (2014), Influencers
are driven by the desire to connect with their audience and shape perceptions which leads to
discussions on political issues and influencers’ roles. The best representation of this is Content
House, which is a type of strategy that contracts groups of influencers under one management to
create, curate, distribute, and amplify the engagement of relevant content to increase audience
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engagement (Pinaria & Sumartini, 2023). A study by Chan (2022), shows long-term collaborations
with influencers tend to result in higher Return on Investment (ROI) compared to short-term
collaborations. Therefore, the desire for fame not only influences the path to becoming an SMI but
also plays a significant role in their overall success in the digital sphere.

The desire for fame is demonstrated differently by various public figures, indicating the
unique motivations and contexts they employ not far from the SMI. Celebrities like musicians and
actors often seek fame to get validation as well as appreciation for their artistic prowess. For them
becoming famous is a sign of achievement as well as a prerequisite for moving up the professional
ladder in a field where media attention is highly valued (Elhana & Sahrani, 2022; Rui & Stefanone,
2016). In contrast, politicians seek fame mainly to gain support and power. They use their public
personas to influence public opinion and win votes. They want it because they can make changes
or pass policies to make a difference possible (Rui & Stefanone, 2016; Marshall, 2014). The book
authors usually desire to reach a larger audience to establish themselves as experts within their
areas of specialization. In addition to literary fame bringing economic benefits plus professional
growth opportunities, it also increases the author’s credibility while giving him/her more influence
(Maltby et al., 2008). Models seek fame to land deals and endorsements and the longevity of their
careers is greatly influenced by their public persona. They work in a visually demanding field so
upholding a certain aesthetic standard and pursuing fame are frequently linked (Whitworth, 2007).
Athletes pursue fame not only for the sake of self-gratification and celebration of their outward
accomplishments but also to draw sponsorships and endorsements that have the potential to greatly
increase their earnings (Stowell, 2021; Constantinou, 2019). While each of these well-known
individuals negotiates the quest for fame within the confines of their particular industry, they all
aim to use their public recognition for both financial and personal advantage. Achieving and
maintaining fame highlights the fundamental human desire for recognition and influence
regardless of the many paths and reasons for pursuing it (Gountas et al., 2012).

Friendship maintenance and desire for fame are interconnected through various
mechanisms (Boyle, 2017). The bond between the maintenance of friendship and the desire for
fame is not so simple, but is based on the fundamental human need for recognition and social
connections (Estévez et al., 2022). Research shows that friendship maintenance plays a crucial role
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in individuals' happiness, with positive responses from friends contributing to overall well-being
(Rui & Stefanone, 2016). Friendship maintenance involves a person’s attempt to enhance or
sustain the meaning of their relationship with others (Sanchez et al., 2018). On the other hand, the
desire for fame status arises from a thirst for validation from many people (Ong, 2022). It
influences how people reveal themselves online, especially when using social networking sites to
pursue fame and exhibitionism (Lessing, 2012). These are two approaches that often conflict;
where popularity comes with public pressure and tight schedules which may negatively affect
personal relationships. However, they can also coexist harmoniously, provided that the individual
makes a conscious effort to balance both (Gordon, 2020; Oswald, 2016). Wherein, it extends
beyond happiness for it shares positive events receiving enthusiasm from friends, which can
enhance one’s well-being (Vosmeier, 2010). For instance, close friends can keep famous people
down-to-earth as they struggle with pressures associated with fame. Otherwise, an attempt to
become popular can breed envy or feelings of being rejected by friends when there is no good
management (Yvette, 2022). Some stars make deliberate efforts to maintain friendships despite
their fame which shows us how it’s possible to have both at once (Lam & Raphael, 2022). In
contrast, breakdowns in friendships among reality TV stars fighting over popularity point out
potential conflicts (Gómez, 2012). In the end, although the desire for fame may make friendships
more difficult to sustain, people can find a way to balance both facets of their lives via careful
planning and prioritization (Selimi, 2023).

Social media plays a crucial role in both maintaining friendships and desiring fame. Social
media influencers are similar to celebrities, who use social media platforms to communicate and
maintain relationships with their fans and followers (Find A Psychologist, 2015), they also share
different contents that help attract followers and fans, from personal life, opinions, to activities
which may create a bond and connection with their audiences online (Find A Psychologist, 2015)
An SMI’s desire for fame may lead to different motivations and outcomes (Chan,2022), which
may also cultivate relationships such as those of celebrities with media personalities (Find A
Psychologist, 2015). This type of relationship may provide a sense of connection and
companionship among those individuals who feel lonely and isolated thus leading to trust and
emotional bonding, connecting to more people, and creating and maintaining friends in the online
realm (Brown, 2016). Moreover, studies suggest that even within carefully curated online
personas, social media influencers can cultivate genuine connections. They do this by working
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together with other creators, sharing helpful tips, and being welcoming to new people (Miguel et
al., 2022). However, maintaining this authenticity can be challenging as their audience grows.
Sponsorships and collaborations, in particular, can raise concerns about SMIs' sincerity and
commitment to their values (Wang et al., 2022). This highlights the intricate link between fame
and authenticity with social media influencers' friendship. Research by Shababang et al. (2022)
identifies key SMI behaviors that influence perceived friendship, such as using similar language
and sharing interests, frequent interaction, and personal disclosure. Importantly, these factors also
impact followers' well-being and loyalty towards them. These findings emphasize the multifaceted
relationship between fame and authenticity. Building genuine connections while achieving fame
requires a strategic and nuanced approach for social media influencers.

In modern Psychology, Machiavellianism is defined as a personality trait characterized by

manipulation, deception, emotional detachment, and power-seeking. This personality trait is
coined by a famous political theorist from the 16th century who has become famous for his
advocacy of the use of deceit, guile, and opportunism in interpersonal relations. From another
clinical perspective, Marks and Lindsay (1966) defined Machiavellianism as a ‘K-component
vector having the cognitive, affective skill and interpersonal awareness parameters. In terms of
individual parameters, Machiavellianism ranges from either high or low. According to Christie
and Geis (1970), ‘high Mach individuals tend to manipulate more, win more, persuade less and
persuade others more, and otherwise differ significantly from low Mach individuals as predicted
in situations in which subjects interact face to face with others, when the situation provides latitude
for improvisation, and in situations in which affective involvement with details irrelevant to
winning, distracts low Mach’s; moreover, Machiavellianism is closely related to narcissism and
psychopathy; the Dark Triad. To differentiate among the three, Machiavellianism reflects cold and
strategic manipulation and deception in interpersonal interactions, cynicism, and pragmatic
morality (Christie & Gies, 1970; Jones & Paul House, 2009). Narcissism is showcased when an
individual shows a grandiose and inflated self-importance, a sense of self-entitlement and an
expectation of special treatment (Campbell & Miller, 2011). Psychopathy is then referred to as
anti-social behavior, lack of empathy, and high impulsivity (Hare & Neumann,2008). Several
research has briefly shown that Machiavellianism plays a significant factor in the behavior and
attitude of social media influence. In a similar study that concisely discusses the association of
the Dark Triad of personality (Biolik,2018), individuals who use social networking sites (SNS)
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have a positive correlation with self-disclosing behaviors and individuals who possess high
Machiavellianism are self-interested, lack emotional empathy and are competitive in nature as they
may use various self-presentation tactics in the social media environment to gain their popularity
and social capital that effectively manipulates and exploits others (Fox & Rooney,2015). In another
study conducted by Guatam (2021), social media influencers who have high levels of
Machiavellianism particularly show great personalities such as manipulating audiences and
viewers to achieve their social media capital. Weid et. al (2010) identified several traits of an
influential narrative expert, he highlighted that influencers show traits of being innovative, risk-
averse, and showed signs of Machiavellianism, which manifested manipulative personalities to
achieve their desired goal. In terms of the relationships with individuals who have Machiavellian
tendencies, they struggle to keep and maintain long-term romantic relationships (Brewer &
Abell,2015). Their Regression analysis; revealed that participants who had high levels of Mach
were more likely to compete with their same-sex rivals and may induce their mate and employ
sexual coercion within committed relationships (Brewer & Abell,2015). In another similar study
conducted by Ináncsi, Láng & Bereczkei (2015), the relationship between Machiavellians and
adults who had a dismissing-avoidant attachment was similarly close and related. In the same
study, high Mach individuals differed from low Machs; high Mach individuals were found among
dismissing-avoidant subjects while low Mach individuals were securely attached (Ináncsi,2015).
In female friendships, Abell et.al, (2016) highlighted that women who had higher scores of
Machiavellianism were found to emotionally manipulate their female friends. Men and women
with high Machiavellianism do engage in friendships despite being a question to some
(Ináncsi,2015), it is important to investigate in this context because it revealed that although they
do engage in friendships, Abell et.al, (2015) reported that it had low friendship qualities.
According to Jonason & Smith (2012), it was unsurprising to see Machiavellians in a low-quality
friendship because of their high levels of suspicion and cynicism, moreover, adults with high levels
of Machiavellianism select opposite sex-friends who are kind. This indicates a preference for
friends which may be easily exploited (Jonason & Webster,2012). Kruger et. al (2012) highlighted
a different approach to differentiate Machiavellianism and its other traits from the Dark Triad. To
differentiate there were two dimensions of a Machiavellian explored: views and tactics. Rauthman
& Will (2011) emphasized that Machiavellian views are an affective-cognitive domain that
captures an unflattering and pessimistic view of humanity, which is considered gullible,
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untrustworthy, selfish, and manipulative. Rauthman (2011), argued that this view of others will
likely serve as an incitement and justification for individuals high in Machiavellianism to deceive
and exploit others when the situation and opportunities open (Christie and Geis, 1970). Individuals
with high levels of Machiavellianism tend to view the world as unjust and dangerous (Monaghan
et al.,2018) thus the Machiavellian views also have predicted opposing and distrusting behavior in
scenarios (Monaghan et al.,2018). Machiavellian tactics is the cognitive-behavioral dimension that
reflects an individual’s willingness to use any means, irrespective of morality, to achieve their
specific goals. Machiavellian tactics are rational, premeditated, and calculated behaviors that are
brought to achieve specific outcomes (Bereczkei, 2015; Monaghan et al,2018). This dimension is
likely the reason individuals with higher levels of Machiavellianism can be exploitative and
callous, yet can be cooperative and agreeable as long as these behaviors can benefit them
(Geis,1970; Gunnthorsdottir, McCabe & Smith,2002).

The researchers recognized that there are various literatures concerning Machiavellianism.
A Machiavellian’s romantic relationship quality reveals they struggle to keep and maintain long-
term romantic relationships and that their relationship satisfaction among same-sex couples is
more likely to compete with their same-sex rivals and may induce their mate and employ sexual
coercion within committed relationships. In general friendships, it was unsurprising to see
Machiavellians in a low-quality friendship because of their high levels of suspicion and cynicism.
Men and women with high Machiavellianism do engage in friendships despite being a question to
some, which indicates their choices and preferences in choosing friends (Abel et. al,2016; Balce
& Barnett,2020; Carlson,2022; Jonason & Webster,2012; Ináncsi,2015). Numerous studies have
discussed the complexities of the relationships between a Machiavellian, however, there is still a
lack of literature in terms of maintaining friendships while desiring for fame. Therefore, the
researchers hypothesize the levels of Machiavellianism of social media influencers, and can
significantly predict how they maintain friendships and desire for fame. Moreover, the researchers
also hypothesize there is a significant difference between social media influencers with high levels
of Machia and those with low levels of Machia. To address the gap, the researchers will utilize a
one-way Multivariate Analysis of Variance (MANOVA) since this statistical tool allows us to
determine the differences among independent groups on more than once continuous dependent
variables.
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(dapat naa ang dark triad theory) specifiy why mo study ani, method tan awon ni sir evang
og ang tools dapat ato siya ingon na ato siya imodefy dayun pa assists ta sa stat sir leo taga sentence
mo basa to last period. Linya ang dli masabtan ni sir, icheck if nay sentence na dli siya apil check
sad sa dates, ayaw add og opinion if wala pa maestablish kuhaa kay fake na siya, tan awon pud ni
sir leo ang gap tana sad siya sa method og criteria

While prior research has extensively explored the influence of Machiavellianism on

various interpersonal relationships (Abel et al., 2016; Balce & Barnett, 2020), a critical gap exists
in our understanding of how this personality trait manifests within the burgeoning realm of social
media influencers. This study aims to bridge this gap by investigating the interplay between
Machiavellianism, friendship maintenance, and the desire for fame specifically among social
media influencers.
To address this, the researchers will propose a quantitative research design, to analyze the
relationship between Machiavellianism, friendship maintenance, and desire for fame among social
media influencers. Researchers hypothesize that influencers high in Machiavellianism will have
more superficial friendships and a stronger desire for fame compared to those with lower
Machiavellian traits. By employing a quantitative design, the research aims to provide an objective
assessment of how these three variables interact within the unique social media influencer
landscape.

This research design directly addresses the identified gap by focusing on a previously
unexamined population, the social media influencers – and their unique social environment
characterized by intense competition and a relentless pursuit of fame (Carlson, 2022; Jonason &
Webster, 2012). By delving into this under-researched topic, the present study has the potential to
yield insights into how Machiavellian personalities navigate the intricate web of social interactions
within the social media influencer industry.
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CONCEPTUAL FRAMEWORK

Dual Process Model

Automattic (Implicit) Maintaining Friendship

Machiavellianism

Controlled (Explicit) Desire for Fame

Figure 1

In shaping public opinion and trends in today’s contemporary digital age, social media
influencers play a pivotal role. Their drive for popularity and their methods to keep their
friendships intact have become important topics of interest. The purpose of this study is to explore
how Machiavellianism affects social media influencers' drive for fame and their ability to sustain
friendships.

The research is theoretically grounded in the Dual Process Model of Personality (DPM),
which provides a comprehensive understanding of how personality traits influence behavior.
According to the DPM, behavior is governed by two complementary systems: the implicit, or
automatic, system and the explicit, or controlled, system. The implicit system functions
subconsciously, guiding impulsive and habitual behaviors, while the explicit system involves
conscious, deliberate decision-making. These systems work together to influence how individuals
behave and react in various situations (Strack & Deutsch, 2015). The DPM can be applied to
analyze Machiavellianism, a personality trait characterized by emotional detachment,
manipulativeness, and a strategic focus on self-interest. Influencers who possess a high degree of
Machiavellianism may exhibit distinct behavioral patterns shaped by both implicit and explicit
processes. Implicit processes involve automatic, habitual actions driven by deeply ingrained traits.
For highly Machiavellian individuals, these may manifest as entrenched tendencies to manipulate
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and control social interactions to maintain friendships and achieve fame. These automatic actions
reflect a habitual approach to impression management and social dominance rather than conscious
planning (MacGregor et al., 2017). On the other hand, explicit processes entail deliberate, strategic
planning and decision-making. Machiavellian influencers often engage in carefully crafted social
media strategies to build and maintain friendships and enhance their public image. This deliberate
approach includes meticulously worded posts, calculated collaborations, and deceptive
interactions designed to increase their visibility and influence (Denissen & Penke, 2018). High-
Machiavellian social media influencers may employ both implicit and explicit strategies to sustain
their friendships and achieve their goals for fame.

This study’s conceptual framework further explores the dual roles of Machiavellianism in
social media influencers' behavior. The framework posits that Machiavellianism affects both the
implicit desire for fame and the explicit maintenance of friendships. Influencers with high
Machiavellian tendencies may implicitly manipulate their public image to gain fame, using
calculated strategies that may not always be overtly recognized by their audience. At the same
time, these influencers may explicitly manage their friendships, ensuring that their social
connections serve their personal and professional objectives (Kaya et al., 2023). Incorporating the
Dual Process Model, this study seeks to understand the cognitive processes that drive the behaviors
of social media influencers. The implicit system, rooted in unconscious, automatic actions, may
guide influencers in their habitual and strategic manipulations, helping them maintain a favorable
image while navigating complex social networks. Conversely, the explicit system allows for
conscious, calculated decisions that enable influencers to craft their public persona, ensuring their
actions align with their broader goals for fame and success (Watts et al., 2018). This dual process
approach allows for a nuanced understanding of how Machiavellianism operates within the
influencer space, highlighting the complex interplay between cognitive processing and social
behavior. The effects of Machiavellianism, as outlined in this framework, provide valuable insights
into the ethical and psychological dimensions of influencer culture. Understanding these dynamics
is crucial in an era where social media has a significant impact on shaping public perception and
where the behaviors of influencers can have far-reaching consequences.
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2.0 Methodology

The study utilizes a quantitative research design, characterized by its formal, objective, and
systematic approach to gathering numerical data (Sekaran & Bougie, 2016). This design allows
for the exploration of relationships between variables, particularly suited to the current research
which examines the potential association between Machiavellianism, maintaining friendships, and
the desire for fame among influencers (Lamar, 2005). The dependent variable, Machiavellianism,
will be measured using a standardized instrument to categorize influencers as high or low
Machiavellians. The independent variables, maintaining friendship and desire for fame, will likely
be measured on structured questionnaires, resulting in quantitative data.

In gathering respondents, the researchers will first list all possible respondents based on
the following criteria; (1) Must have 1,000 and above followers on any social media platforms, (2)
have a close-friendships with other Social Media Influencers with 1,000 and above followers, and
(3) must have experience with branding and other social media influencers collaborations
(Haenlein et al., 2020; Campbell & Farrell, 2020; Arnesson 2022). Then, the researchers will
utilize the Cochran Sampling formula to determine the appropriate sample size, to approximately
guess the required sample size in surveys with large populations as it determines adequate sample
size based on desired precision, confidence level, and estimated variability in the population
(Nanjundeswaraswamy & Divakar, 2021). For efficiency, the researchers will use Snowball
Sampling for convenience and Purposive Sampling to align with the respondent's qualifications
(Hassan, 2023).

The researchers will utilize three different measurement tools. These questionnaires will
assess the levels of Machiavellianism, friendship maintenance, and a social media influencer’s
desire for fame. The researchers will modify or tailored these structured questionnaires to achieve
the main purpose of the study. For the first structured questionnaire, the researchers will adopt the
Two-Dimensional Machiavellian Scale (TDMS) developed by Monoghan et.al (2016). The TDMS
includes 10 items which are heavily derived from the Mach-IV (Christie & Gies,1970) thus
inheriting most of its psychometric properties. The TDMS captures two dimensions of
Machiavellianism: Machiavellian tactics and Machiavellian views. The TDMS correlated strongly
 15

with both the Mach-IV (r = .80) and the TDM-IV (r = .77). The McGill Friendship questionnaire-
Friendship functions (MFQ-FF; Mendelson & Abound,1999) consists of 30 items scored on a 9-
point Likert-type scale ranging from 0 (never) to 8 (always). The MFQ-FF showcased high internal
consistency with Cronbach’s Alpha coefficient typically above 0.80, thus indicating a strong
reliability in measuring. The Scale Development: Desire for fame which encompasses the
Materialism scale, Susceptibility to social influence, Celebrities’ Social power, and Self-concept
clarity. The Scale Development reveals the perceived benefits of social status, power and
influence, improved lifestyle, and increased happiness. (Gountas & Gountas, 2012;).

To achieve this, One-way Multivariate analysis of variance (MANOVA) will be

implemented. This statistical technique is ideal for determining whether there are any differences
between independent groups (Machiavellianism) on more than one continuous dependent variable
(Maintaining friendships and Desire for fame) (Laerd statistics,2018). MANOVA is specifically
designed to analyze the effect of one or more than one independent variable and two or more
dependent variables simultaneously.

In approaching the respondents, the researchers will follow a procedure for professionalism
and to avoid bias by the following: (1) respondents are selected/approached on their social media
platform by several followers, (2) Email, the research intention/objective by providing informed
consent, and (3) respondents will complete a physical paper or online form of the questionnaire
depending on the respondent's location. To ensure that the questionnaires are acceptable in the
locale context, the researchers will conduct a pilot testing for locale norming.

Given the importance of ethics in conducting research, ethical considerations were taken
into account to ensure that this study was conducted appropriately. To comply with the ethical
considerations, the researchers provided informed consent to the participants before taking part in
the said research. The participants shall have the right to voluntarily participate or withdraw at any
time during the discourse of the study. By RA 10173 known as the Data Privacy Act of 2021, the
information shared by the participants shall be handled with utmost privacy and confidentiality.
The participant’s information will be kept and will be used for the study only. The researchers will
be held accountable for any disclosure of the participant’s information or of any ethical
 16

considerations or the law. All questionnaires used are part of the study only. The participants
involved in the study that use the term ‘Machiavellianism’ will be restated as ‘competitive’ so as
not to offend any participants involved. This will also be stated in the informed consent that the
participants will only be given the questionnaires with the term ‘Competitive’ rather than the term
‘Machiavellian’. They will also be required to immediately take part in the debriefing followed by
the conclusion of the research. There will be no harm or any danger to the participants while
conducting the study. It is also essential to present unbiased and accurate data findings of this
research; thus, it is also important to cite all references used.

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APPENDIX A

University of San Jose-Recoletos

Department of Psychology and Library & Information Science

INFORMED CONSENT

A Study on the Effects of Machiavellianism in Maintaining Friendship and the

Desire for Fame among Social Media Influencers
Abapo A.S., Escoto J.M., Gorosin I.G

Greetings! We are 3rd-year Bachelor of Science in Psychology students at the University

of San Jose-Recoletos. In compliance with our academic requirements, we humbly invite you
to participate in our pilot test for our research study entitled “A Study on the Effects of
Machiavellianism in Maintaining Friendship and the Desire for Fame among Social
Media Influencers”. This pilot test aims to test the research instruments that we will be using
for the larger study.

Accepting to participate in this study means that you met our qualifications which: (1)
must have above 1,000 followers on any social media platforms, (2) have a close friendship
with other Social Media Influencers with 1,000 and above followers, and (3) must have
experience with branding and other social media influencers collaborations. Before you decide
to participate, you must understand why the research is being done and how it will involve you.
Please read the following information carefully. If anything is unclear, please do not hesitate to
approach the researchers.

Purpose of the Study: The aim of the study is to determine the effect of Machiavellianism
in maintaining friendships among social media influencers while desiring fame. Participation
in this pilot test entails the disclosure of information regarding your tendency for
Machiavellianism, friendship maintenance, and desire for fame. The results of the research may
have significant implications in creating a safer space for social media influencers to maintain
 32

friendships with the same goal of achieving fame.

Procedure: If you decide to take part in this pilot test, you will be asked to answer 3
Scales: (1) Two-Dimensional Machiavellian Scale (TDMS) to measure your Machiavellian
tendencies and/or behavior, consisting of 12-item statements. (2) MCGill Friendship
questionnaire- Friendship functions (MFQ-FF) consist of 30 items scored on a 9-point Likert-
type scale ranging from 0 (never) to 8 (always) that measures the type of bond you have with
other social media influencers around your friends. (3) Scale Development: Desire for Fame
consists of 6-item questions to measure the intensity of your desire to achieve fame. The scales
will be made accessible after you sign this consent form. It will only require approximately 45
minutes of your time to complete this entire procedure.

Potential Risks: Being a participant in this pilot test carries low risks. You may only
encounter challenges by the questions asked or ideas that you have not considered before. If at
any time you begin to feel uneasy or anxious, you can decide to discontinue participating in the
study.

Potential Benefits: You may help us appraise the research instruments that we will be
using to understand the effects of Machiavellianism in Friendship Maintenance and desire for
fame among social media influencers by participating in this pilot test. The results of this
research may also have significant implications in creating a safer space for social media
influencers to maintain friendships with the same goal of achieving fame.

Confidentiality: Your participation in this pilot test is anonymous. Any information

collected from you will remain confidential and will not be associated with your name. All the
data will only be accessed by the researchers and the person tasked to supervise this research
project.

Voluntary Participation and Withdrawal: Your participation in the pilot test of this
study is voluntary. You have the right to refuse to take part. If you participate in this pilot test
and for any reason during the whole process, you change your mind, you may pull out anytime.
 33

In that event, no adverse action will be taken against you. If you wish to exclude the information
you provided, you may inform the researchers, and the data collected from, you will be
discarded.

Questions, Rights, and Complaints: This research is conducted by a team of researchers;

however, should you have any research-related questions or problems, please feel free to contact
the principal investigators through their email address:

Alliah Sineth Abapo: Joyce Marie Escoto:

alliahsineth.abapo.22@usjr.edu.ph joycemarie.escoto.21@usjr.edu.ph

Irvette Gale Gorosin:

irvatttegale.gorosin.21@usjr.edu.ph

If you have any questions or concerns about your rights as a participant in this study, you
may contact the Institutional Review Board at the University of San Jose-Recoletos at
research@usjr.edu.ph.

Consent Form:

Study Title: A Study on the Effects of Machiavellianism in Maintaining Friendship and the
Desire for Fame among Social Media Influencers

Date of Birth/Age:

1. I confirm that I have read and understood the information sheet dated
_________________________________ for the above study and have had the
opportunity to ask questions.

2. I understand that the pilot test contains risks that I may experience as a participant.
 34

3. I understand that my participation in the pilot test is voluntary and that after the research
project has begun, I may refuse to participate further without penalty.

4. I agree to take part in the study stated above. I acknowledge and understand that any
information gathered during the pilot test of this study will be treated with strict
confidentiality. My identity will remain anonymous, and any data collected will be
stored securely and analyzed in an aggregate form, ensuring that no individual
participant can be identified in any reports or publications resulting from the study.

5. I agree not to impose any restrictions on the use of data or results generated from this
pilot test, as long as their usage is solely for scientific purposes. I understand that my
data will contribute to the overall understanding of the research topic and may be used
in scientific publications, presentations, or educational materials. However, my personal
identifying information will be kept confidential and will not be disclosed in any public
dissemination of the study's findings.

6. By signing this informed consent, I indicate my willingness to participate in the pilot test
mentioned above. I understand the nature of the study to the best of my ability and agree
to comply with the research procedures and any instructions provided by the
researchers.

I have read the above information and agreed to participate in this study. I have received a copy
of this form.

Participant’s Name and Signature: _______________

Date: _______________
 35

APPENDIX B
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