INTENTIONAL SOCIAL INFLUENCE IN UNORGANIZED SOCIAL COMMUNITIES: PSYCHOLOGICAL FACTORS AND AN EMPIRICAL STUDY

Abstract

An empirical study on intentional influence in unorganized social communities was conducted, with a focus on the psychological mechanisms determining individuals’ susceptibility to influence. The main objective was to examine the relationships between personality characteristics, value orientations, and social desirability as factors associated with susceptibility to social influence in a digital environment. The study involved 137 respondents. Data were collected through three validated questionnaires and an author-developed survey. The results were analyzed using descriptive statistics and correlation analysis. The findings indicate the presence of statistically significant relationships between the examined psychological characteristics and the degree of susceptibility to social influence in online communication.