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ph
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For Da Clout: Online Clout Chasing as a Form of Social Interaction in the Eyes of
Generation Z
Sophia Anne L. Pilapil, Zabdiel E. Elmaguin, Myall Kinsey A. Surmion, Rhain Kenneth A.
Congayo, Mikyla Margarette M. Legado, Cherrie Amor M. Belandres, and Narchaila Fado
Notre Dame of Marbel University Integrated Basic Education Senior High School

Carlos F. Gaygay Jr.

Abstract: This study delves into the phenomenon of social media as the primary platform for social interaction among
young people, which has given rise to the culture of online clout chasing. The study examines the perceptions of
Generation Z on online clout chasing as a form of social interaction, which can have positive effects on their mental
well-being. The researchers employed a qualitative research approach, specifically phenomenology, to gain insights
into the meanings that participants connect to their experiences. The study was conducted at NDMU-IBED SHS and
President Quirino Sultan Kudarat, with a sample size of five Generation Z individuals. Ethical considerations were
followed, and informed consent was obtained from the participants before conducting one-on-one interviews.
Thematic analysis by Braun and Clarke was utilized to identify significant and intriguing data from the interviews.
With the analyzed data of the study, two themes emerged which are social media engagement and social relationships.
This study emphasized online clout chasing as a way of an individual to seek attention, participate in online trends, as
well as develop friendship and self-esteem.

Keywords: clout chasing, clout chasers, social interaction, generation Z, social media

1. INTRODUCTION social environment. (Boyd & Hargettai 2014). With that, the
practice of clout chasing allows the youths to get involved on
1.1. Background of the Study their environment specifically on the current issues and trend
on social media.
Social media became the largest platform for social
interaction among youths (Bond 2019). Due to the rise of However, social interactions online could affect the
technology, attention addiction became prevalent in the digital psychological well-being of a youth. Clout chasers would do
environment (Edwards, 2017) and that is evident from the everything to get involved and interact online because when
practice of online clout chasing especially among youths. they are not given the attention that they hope to get, it affects
Clout Chasing is usually conducted on social media platforms their well-being, like the study of Seiter (2014) wherein
where social media users especially youths share their lives participants felt a negative impact on their self-esteem because
aiming to create an influence on their environment (Evans & they were told to post on social media but guaranteed that they
Baym 2022). Social media as a platform allows people to share were not given responses. Another article of Dixon (2019)
their way of life with others in order to interact and develop a introduced how YouTube went from being a content-friendly
relationship with them. This could be by means of commenting platform to a toxic platform based on the stories of influencers
or posting regarding the current issues or trends. who died from chasing clout and eventually left their viewers
with toxic effects. Online Clout Chasing does not only modify
Youths are driven to find their role in society. What the behavior of those who practice it, but also those audiences
teens do online does not imply that they are hiding from reality of clout chasers like Generation Z whose life is now dependent
because their activities online cannot be separated from their on social media platforms.
desires, behaviors, and values. Their connection on social
media, indicates that they are interested in participating in From the said events, there are people who have
public life. Teenagers' use of social media and other concerns regarding the activities that youths conduct online to
technologies is a way for them to interact with their larger the point that they have to control them just to ensure their

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safety. Teens want to develop a relationship with other people From the article of Litt et al., (2020), it explored that
online, without the control of an adult. They wish to enjoy the characteristics that enhance meaningful interactions
public life, as well as enjoy having to control their situation includes social bonds, and socialization with other people.
because it makes them feel that they are part of the broader There are positive and negative social interaction motives that
social media users usually possess. Youths engage in social
society (Boyd, 2014). Social media platforms that provide
interaction online with the positive reasons of creating,
opportunities for youth to interact online prompted concerns friendship, developing language skills, and group interactions
among adults. The activities of youths online caused a great while the negative reasons are revenge, backstabbing, and
concern among adults who are uneasy with the possibility that jealousy (Amanda, 2020). Given that we are more and more
teens might share something inappropriate on social media ingrained in social media, it is important to understand social
platforms as they participate in public life (Boyd & Hargittai, interaction through the digital environment, as social
interactions are usually conducted on the digital world. Social
2013). With that, it is only right to have a thorough knowledge
media provide individuals an opportunity to exchange and
on what online clout chasing really is for, for people to have a access information by interacting with group of individuals
safe environment where they can enjoy the freedom to interact (Kolhar et al., 2021). Geographic distance plays a role in
with others. determining whom users interact with, but not the intensity of
their interactions. Additionally, social ties tend to arise at
Online clout chasing is recognized by some, as just shorter distances between users who belong to denser
another trend set by the youths, as their way to seek attention connected groups than those who belong to different groups.
from other people or gain popularity online. However, this These insights can inform both researchers and developers in
building and studying online social platforms (Laniado et al.,
study focused on it as a way of the Generation Z to participate
2018). The study by Hood et al., (2018) explored how
or interact in social issues online as well as develop social loneliness, reasons for using the internet, and online
relationships. Hence, the researchers conducted this study to communication influence the number of friends made on
describe online clout chasing as a form of social interaction as social networking sites by emerging adults. The results
experienced by Generation Z. showed that social and romantic loneliness were linked to
making friends on social networking sites through social
1.2. Review of Related Literature compensation, networking motives, and self-disclosure. The
type of loneliness experienced by individuals and their online
Online Clout Chasing motives and communication patterns influenced their ability to
make new friends online.
Clout chasing is a form of technological and social
rivalry in attention marketplace and those who practice it aims Generation Z
to create an influence in their environment. Additionally, there
is this so called “Three Cs of Clout chasing” discussed in this The span of year when the Generation Z were born
study and corralling is one of it. In the context of engagement was from the mid-1990’s to 2012 (Moscrip, 2019). Generation
in the digital world, people use corralling to develop a real Z are the people who were born with advanced technologies,
relationship or social connection with their audiences which are naturally comfortable with digital devices, and have a
helps their social and emotional well-being (Evans & Baym strong virtual bond as their interactions are conducted online
2022). Clout chasing results from an individual’s primary goal or in social media platforms (PrakashYadav & Rai, 2017).
which is to elicit interaction from their audience (Bertaglia et
Exchanging information and connecting with friends online
al., 2021) and there are several ways to describe interaction
such as “the emotional, intuitive sensations or impressions that became common part of everyday life of the youth who came
individuals have when utilizing a certain medium at a specific of age at this time (Boyd, 2014). These Generation Z's, prefer
time” (Voorveld et al., 2018). In the past two or three years, it social media platforms to communicate with other people and
has been shown that among a group of high school students, enjoys being able to provide comments or feedbacks regarding
the desire for fame was the most prevalent future ambition, the issues they involve themselves with, as well as receive
because for them it is a way to have that sense of community
insights from other people as well (eMarketer, 2011).
(Greenwood et al., 2018). Additionally, Online Clout Chasing
can be related to bandwagon. The bandwagon effect can affect Seemiller & Grace (2016) in their book "Who is Generation
how people interact in online communities. Groupthink is Z?" States that this generation view the world as multiple
essentially what the bandwagon effect is. It becomes more screens, they also treat social issues as greater than them. They
possible that other individuals will "jump on the bandwagon" are committed and motivated by the people around them and
as more people follow a certain craze or trend (Cherry, 2020). found to be loyal, determined and responsible. They also used
both mind and heart in solving world issues. Generation Z have
Social Interaction their own attitude, belief, social norms and behavior much like
Social interactions are major part of a human’s life. culture. For some, they seem to be from other foreign land, a
stereotyping barrier that might stand the way of the older
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generation but soon these digital natives will fully inhabit that individuals have a need to maintain a positive
higher education, the workplace taking the lead in the physical social identity. This need for a positive social identity can
world beyond the screen. influence an individual's self-esteem. Individuals may feel
good about themselves when they are part of a successful or
highly regarded social group. Conversely, individuals may feel
1.3. Theoretical Framework
bad about themselves when their social group is devalued or
marginalized. Overall, the Social Identity Theory proposed by
Social Media Engagement Theory by Paul M. Di Gangi
Tajfel suggests that social identity is related to friendship, self-
and Molly M. Wasko (2016). esteem, and social relationships. The theory highlights the
importance of social identity and the need to maintain a
This study is anchored on Social Media Engagement positive social identity.
Theory by Paul M. Di Gangi and Molly M. Wasko (2016).
SME Theory is based on the notion that social interaction
Social Information Processing Theory by Joseph
among social media users influence their behavior. The
theory’s underlying concept is that high user interaction leads Walther (1992)
to higher use of social media platforms. The more people
The Social Information Processing (SIP) theory was
interact, the more they become engaged in the social issues in
proposed by Joseph Walther in 1992. The theory suggests that
a digital world. The Social Media Engagement (SME) theory
people can develop relationships through computer-mediated
proposed by Paul M. Di Gangi and Molly M. Wasko in 2016
is related to this study in several ways. First, the theory communication, such as social media. According to the theory,
individuals use cues such as language, tone, and timing to
suggests that social media engagement refers to the level of
interpret and understand the communication, leading to the
participation and interaction between individuals and social
development of social relationships. The SIP theory argues
media platforms. In this sense, social media engagement can
that although social media lacks nonverbal cues such as facial
be seen as a form of social participation, where individuals
expressions, gestures, and vocal tone, these cues can be
interact with others through online platforms. This social
replaced by other forms of information. For example,
participation can include activities such as posting,
commenting, sharing, and liking content. Second, social media individuals can use emoticons, emojis, and GIFs to convey
emotions and social cues. The theory states that social media
engagement can also be related to attention seeking.
relationships can be just as meaningful and strong as face-to-
Individuals who engage in social media activities such as
face relationships, but they require a different set of skills and
posting and sharing content may be seeking attention or
strategies. Overall, the Social Information Processing theory
recognition from their social network. Social media
suggests that individuals can develop social relationships
engagement can provide individuals with a platform to
through social media despite the lack of nonverbal cues. The
showcase their talents, interests, and accomplishments, and
theory highlights the importance of communication skills and
receive positive feedback and validation from others. In this
strategies in building and maintaining social relationships
sense, social media engagement can be seen as a form of
through social media. This theory is related to this study in
attention seeking. Overall, the Social Media Engagement
different ways. First, SIPT suggests that online
theory proposed by Di Gangi and Wasko suggests that social
communication can be just as effective as face-to-face
media engagement is related to attention seeking and social
communication, but it may take longer to establish trust and
participation and can have a significant impact on social
develop relationships online. According to the theory,
relationships.
individuals use online cues such as the tone of messages,
timing of responses, and language used to develop impressions
Social Identity Theory by Tajfel and Turner (1986)
of others and to form relationships with them. Online clout
chasing, which is the act of seeking online popularity or
This study is anchored on Social Identity Theory by
attention, can be seen as a form of social media engagement.
Tajfel and Turner (1986). The Social Identity Theory (SIT)
Individuals who engage in clout chasing may post content,
was proposed by Henri Tajfel in 1986. The theory suggests that
make comments, or participate in online discussions with the
individuals identify with certain social groups, which affects
goal of gaining attention and recognition from others. This
their behavior and attitudes. The theory states that individuals
engagement can increase an individual's social presence and
engage in social relationships with others who share their
visibility online, which can potentially lead to the development
social identity to maintain a positive social identity. This
of social relationships. Overall, the Social Information
theory is related to this study in several ways. Firstly, SIT
Processing Theory proposed by Walther suggests that online
suggests that individuals identify with certain social groups
communication can lead to the development of social
based on shared characteristics such as gender, ethnicity,
relationships, and the quality of engagement. Online clout
religion, and nationality. These social categories provide
chasing can be seen as a form of social media engagement that
individuals with a sense of identity and belonging. Within
can potentially lead to the development of social relationships,
these social groups, individuals can form friendships with
but the motivations and behaviors associated with clout
others who share their social identity. Friendship can help to
chasing can impact the quality of those relationships. The
strengthen social identity by providing a sense of social
theory highlights the importance of positive engagement and
support, validation, and belonging. Secondly, SIT suggests
responsible online behavior in the development of social
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relationships through social media. SHS. The

researchers chose Generation Z as they are
1.4. Statement of the Problem the ones who were born with advanced technologies
and the ones who commonly practice online clout chasing. The
This study aimed to describe online clout chasing as sample size of the participants were the limitations of the
a form of social interaction as experienced by the Generation study.
Z in NDMU-IBED SHS. Specifically, it aimed (1) to describe
the perception of Generation Z towards online clout chasing, 2.4. Sampling Technique
(2) describe the experiences of Generation Z towards online
clout chasing as a form of social interaction and (3) what The participants of the study were selected based on
conceptual framework can be formulated based on the findings the purposive sampling technique and snowball sampling
of the study. technique. According to Crossman (2020) purposive sampling
technique is a non-probability sample which is a process of
selecting participants based on the characteristics of the
2.METHODOLOGY participants and the purpose of the study. On the other hand,
snowball sampling technique is a non-probability sample
2.1. Research Design which is a process of selecting participants by asking them to
recommend another individual to be sampled (Creswell 2012).
The researchers utilized phenomenology as a The participants of the study should qualify the criteria as
qualitative research approach to obtain the gathered follows: the participants are either male or female adolescents
information about the study. According to Yilmaz (2013), aging from 15-18 years old who are social media users,
qualitative research is an explanatory, and realistic approach consider themselves as “clout chasers”, and do clout chasing
to study of individuals, phenomena, and processes in their as a form of social interaction.
natural surroundings in order to demonstrate in elaborative
terms the meanings that people connect to their experiences in
2.5. Research Instrument
the world. Since the study focuses on the experiences and
perceptions of Generation Z towards online clout chasing as a The fulfillment of the data needed in the conducted
form of social interaction, phenomenology is the appropriate
study; the researchers conducted an in-depth semi-structured
research design that has been used. Phenomenological
interview as a primary research instrument. This approach
research is a thorough examination of what experiences mean
usually entails a conversation between the researcher and the
to people which had the goal to investigate everyday human participant, aided by a flexible interview methodology and
experiences in order to understand the how people interpret enhanced by follow-up inquiries into further information, and
both their experiences and the experiences of other people comments (DeJonckheere &Vaughn 2019). These interviews
(Bliss, 2016). The researchers used phenomenology in the will be conducted in-person and will consist of open-ended
study by describing online clout chasing as a form of social questions and probes designed to elicit rich and in-depth
interaction from the experiences of the participants of the
responses from the participants.
study.
The semi-structured nature of the interviews will
2.2. Locale of the Study provide the flexibility to cover important topics while also
allowing for follow-up questions and clarification. The goal of
The study was conducted at the Municipality of the researchers was to gain a comprehensive understanding of
President Quirino Sultan Kudarat and Notre Dame of Marbel online clout chasing as a form of social interaction among the
University IBED SHS. The researchers chose these to conduct Generation Z in NDMU-IBED SHS. The researchers believed
their study as it provided a diverse group of participants that the in-depth interviews gave the best possible picture for
necessary to conduct the study. According to the 2015 census this study.
by Philatlas, individuals aging 15 and above constitute a total
of 63.69% from the entire population of the municipality. The 2.6. Data Gathering Procedure
population of youth in President Quirino Sultan Kudarat and
the level of engagement and interest among the students of The researchers wrote a permission letter to the
NDMU IBED SHS makes it a well-suited location to achieve school, explaining the nature and purpose of their study. Upon
this research objectives and gain insights into online clout the approval of the school, the researchers located legible
chasing as a form of social interaction among the Generation participants that qualify the criteria of their study. The
Z. researchers wrote an invitation letter that informed the chosen
participants about the research study that they participated in.
2.3. Participants of the Study Finally, the researchers conducted an in-depth face-to-face and
voice recorded interview to the selected participants.
The participants of the study were the 5 Generation
Z individuals from the Municipality of President Quirino 2.7. Ethical Consideration
Sultan Kudarat and Notre Dame of Marbel University IBED

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The researchers followed a complete interview themes that incorporated those meanings. Lastly, the
protocol before the conducted interview. An informed consent researchers identified emerging themes and began to interpret
was obtained from the participants with a letter outlining the the participants' experiences based on them.
rights of the participants to accept or decline the interview. The
research guaranteed that all responses was used for academic Table 1
purposes, participation was voluntary, and the identity or
information given shall be treated with uttermost Perception Towards Online Clout Chasing
confidentiality.
Text Segment Code Theme
2.8. Data Analysis P1: Finding more Attent Social Media
connections in social media ion Engagement
Based on the research collected from the 5 chosen P2: Wanting to seek seekin
participants of the study, the researchers used thematic attention from the public. g
analysis as a tool in conducting this study. The purpose of P4: Active use of social
thematic analysis is to identify subjects, such as significant and media, in order to gain
intriguing data, and use the subjects to discuss the research and attention
say something about an issue (Maguire & Delahunt 2017). The P3: It is Bandwagon Social
researchers utilized the model of Braun and Clarke (2006) in because people always stick Partici
this study. The method involved various stages, such as where the trend is pation
becoming familiar with the data, creating codes, identifying P4: Active participation in
themes, reviewing and improving them, and defining and online trends and issues
naming them. The primary aim is to develop a comprehensive P5: Practice of involvement
understanding of the qualitative data and the phenomena being in online activities or on
studied (Braun and Clarke, 2006). This study followed the 6- what is popular online.
step framework to gain a comprehensive understanding of
their data corpus. Thematic analysis is usually applied in
interview transcripts. Hence, the researchers transcribed the
From letters to e-mails, from drawings to posts,
answers of the participants from the recorded interview. The
from rallies to rants, social media has revolutionized the way
first step was to become familiar with the data by thoroughly
individuals connect with each other. Social media allowed the
reading and taking notes to form early impressions. The
Generation Z to form meaningful engagements with
second step is to generate initial codes that organize data into
individuals who share similar interests and values regardless
meaningful pieces using a thematic analysis method. The third
of physical distance. Seeking attention on social media can be
step involved searching for themes that are significant and
a powerful tool for self-expression and creativity. Attention
interesting patterns emerging from the data. The fourth step
seeking as linked to online clout chasing was not viewed by
was to review and modify preliminary themes by gathering all
these young individuals as a way to gain popularity but to be
relevant data associated with each theme and examining
heard in the digital world. When individuals share their
whether it supports the theme. The fifth step was to define the
thoughts, experiences, and interests with others, it inspires
essence of each theme and explore how subthemes interact and
others to do the same. This can create a positive feedback loop,
relate to the main theme. Finally, the last step involved writing
where individuals feel more confident and validated as they
up the research project, which had taken the form of a report
receive more engagement and attention. It is like when
such as a journal article or a dissertation. To check every data
individuals wanted to get the attention of the people they
gathered is correct, the researchers began to identify and repair
admire. Their attention creates a positive impact towards an
the topic of every data gathered for each participant. The data
individual. Additionally, active participation in online trends
collected from the participants was analyzed and interpreted.
and issues can also be a force for positive change. When
individuals use platforms to raise awareness about important
3. RESULTS causes, they can mobilize others to take action and make a
difference. As individuals engage in meaningful conversations
3.1 Perception Towards Online Clout Chasing with others, they learn to see things from different perspectives
and develop their ability to express themselves clearly and
Generation Z has formed such a digital bond to the effectively. Social media has the power to connect, inspire, and
Internet that they identify feeling emotionally attached to it, drive positive change. By using social media mindfully and
(Palley, 2012). They are usually the ones who start popular intentionally, people can harness its potential to make a
trends online like the tagline “for da clout”. With that the goal positive impact on the world.
of this study is to describe the perception of generation Z
towards online clout chasing. The researchers analyzed the With the gathered response from the participants’
data they had collected, and the first step was to determine the perception of online clout chasing, two codes sprouted which
most important statements made by the participants. Next, they are attention seeking and social participation and one theme
derived meanings from those statements, and then formulated encapsulated them which is social media engagement. Social

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media engagement in this sense is seen as a way of an P1: Became my way to Friend Social Relationship
individual to seek attention and participate in online activities. interact with my friends. ship
According to Edwards (2017), attention seekers participate in P1: To interact with people
online practices that engages people who are willing to show and be close, be friends to
sympathy or respond to posts in the way they want. On the them.
other hand, social media engagement can be attributable to the P1: People support me in
participation of social media users on the features of online social media.
sites which includes online activities such as posting or P2: I could make friends
commenting (McCay-Peet and Quan-Haase 2016). With that and a relationship.
social media engagement is elicited by attention seeking and P3: I create friendship
social participation. In accordance to the theory of Social online.
Media Engagement (SME) by Paul M. Di Gangi and Molly M. P4: I developed good
Wasko (2016) the way people engage with social media relationship with people.
platforms is affected by two main factors: the technical aspects P5: Online clout chasing
of the platform and the way people interact with each other on become a way for me to
it. The more enjoyable and satisfying the user experience is, engage not only in the
both socially and technically, the more likely people are to use trends or issues itself but to
and engage with the platform. This means that social media people online as well.
platforms focus on providing a positive user experience, P1: Boost my confidence in Self-
including features that are easy to use and navigate, as well as posting more pictures. estee
fostering a sense of community and connection among users. P3: I became more m
Social media platforms can increase user engagement and confident with my social
create a more vibrant and active online community. skills.
From this, people frequently join groups or positions P5: Led me to have friends
that they believe to be dominant or already a current trend as well as confidence to
(Schmitt‐Beck, 2015). This research finding corresponded to show people what I want to
previous study that demonstrated that social support impact do or express.
social media usage (Wang et al., 2012). This was evident to
the answer of participant 4 when she said.

Participant 4: It is an active use of social media in In the realm of social media, a generation known as
order to gain attention. Generation Z discovered a captivating phenomenon called
clout chasing. It became their pathway to meaningful
3.2 Experiences of Online Clout Chasing as Social interactions and friendships. For these young individuals,
Interaction social media served as a vibrant hub where friendships thrived.
It became their go-to platform to connect, share, and support
Taprial and Kanwar (2012) has recognized that one another. Through the screens of their devices, they found
social media has become a popular platform for people to solace in the companionship of their online friends. The digital
interact, connect, and communicate with others. According to realm became a place where distance didn't matter, and bonds
Hogue (2019), it is widely recognized that younger generations were formed regardless of physical proximity. With each click
are known for their active and engaged use of social media and post, their online presence grew, and so did their self-
platforms. The study's findings on the negative impact of confidence. Posting pictures and sharing their thoughts
social media engagement on body image are thus particularly became a means to boost their self-esteem. The positive
relevant. With that the goal of this study is to describe online feedback and support they received from their online
clout chasing as a form of social interaction in the eyes of community propelled them to express themselves more boldly
generation Z. From the computed and interpreted data, the and authentically. The online world also provided a unique
researchers first identified the most significant statements opportunity for Generation Z to engage in clout chasing, not
made by the participants second, the researchers formulated only as a way to be part of the latest trends and discussions but
meanings from the statements of the participants, third we also to connect with people on a deeper level. It wasn't just
formulated themes form the meanings and eventually come up about seeking popularity; it was about building relationships
with emerging themes and will interpret their experiences. and finding like-minded individuals who shared their passions
and interests. Through clout chasing, they discovered that their
Table 2 confidence soared, and their social skills flourished. They
became more comfortable in their own skin, finding the
Experiences of Online Clout Chasing as a Social Interaction courage to show the world who they truly were. The pursuit of
online recognition led them to form connections that
Text Segment Code Theme transcended the digital space, forging genuine friendships
based on shared experiences and common goals. In the eyes of
Generation Z, clout chasing became more than just a quest for
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online validation. It became a powerful tool for social 4.DISCUSSION

interaction, where friendship and self-esteem intertwined.
They realized that the digital landscape could be a place where Insights
they could thrive, find support, and connect with others who
understood and celebrated their unique perspectives. And so, In society, people interact with one another and
in the vast realm of social media, this generation embarked on have different roles and positions within social groups. These
a journey of self-discovery, friendship, and empowerment. interactions and relationships are important because they
Through clout chasing, they found their voice, built affect individuals' experiences and behavior. It's essential to
communities, and redefined what it meant to connect in the understand social relations to comprehend the complex
modern age. systems that influence attitudes, behaviors, and well-being.
Social interactions have significant effects on both physical
The research findings highlighted the two codes and mental well-being of an individual. One's social
which are friendship and self-esteem and one theme relationship can have an impact on the state of health of a
encapsulated them which is social relationships. Social person (Santini et al., 2015). Social media engagement and
relationship in this sense is seen as a way of an individual to social relationship are the two emergent themes that have
create friendship and develop self-esteem. Both having friends emerged from this research data. Social media engagement
and having close bonds with peers are significant determinants refers to individuals' active engagement in social activities,
of life fulfillment, and fulfilled people typically have more which can promote social and emotional well-being and a
robust and deep social relationships (Amati et al., 2018). With sense of belonging. According to Eckstein (2021) active
that friendships create meaningful social relationships not only participation on social media get more reach. How people
towards close friends but to peers as well. On the other hand, interact with an individual’s social media account and
social media are used by individuals to maintain and build content is determined by social media engagement. Social
relationships thus affecting the self-esteem of people (Jan et relationship refers to the interpersonal connections that
al., 2017). According to Harris et al., (2020) the self-esteem of individuals form with others, which can contribute in
individuals is shaped by their relationship. Additionally, social establishing healthy relationships throughout one's life. Any
relationships have potential impacts towards the self-esteem of connection or relationship between two or more people is
an individual. In accordance to the theory of Social Identity by referred to as social relationships (Cash, 2022)
Tajfel (1986), it provides insight into how social groups
influence individuals' behavior and attitudes, as individuals' The causes of these themes are complex and
sense of identity and belonging were closely tied to their multifaceted. In the present study, social media engagement
interactions with social groups. The statement highlights the refers to how actively individuals involve in various social
importance of social connections and relationships for media platforms to seek attention. In the article of McLachlan
individuals' well-being and sense of self, which is a key aspect (2020), staying topical is one of the determinants of social
of the interdependence between individuals and society. media engagement. These may include actions such as liking,
sharing, posting, and participating in online issues, as well as
With this, individuals can acquire a valuable social the amount of time individuals spend on these platforms.
support online (Kim, 2014). Peer influence creates a healthy Social relationships, on the other hand, refers to connections,
behavior that would benefit one person to another (van Hoorn associations, and interactions between individuals. Self-
et al., 2016). This was evident to the answer of Participant 5 esteem is important for fulfillment in a variety of areas,
when she said including social relationships and interpersonal happiness
(Orth et al., 2012). From this standpoint, those with greater
Participant 5: This involvement led me to have levels of self-esteem should have interpersonal relationships
friends, as well as confidence to show people what I want to that are more positive (De Moor et al., 2021). These
do or express. relationships can be formed through in-person interactions or
online via social media platforms. The experiences of the
Conceptual Framework participants when engaging in clout chasing activities
showed that it became their way for social media engagement
Figure 1 and social relationship. In accordance to the Social
Information Processing Theory by Joseph Walther (1992), it
suggests that as people engage online, they can develop
relationships through computer-mediated communication.
According to the theory, people use cues such as language to
interpret and understand the communication leading to the
development of social relationships as people engage online.
The current information can be interpreted as a first step in
the research. However, the speech results of this study should
be treated with caution due to the small sample size and the
lack of details regarding the effects of clout chasing. Future
research could further examine the psychological effects of
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 Email: ibed-director@ndmu.edu.ph www.ndmu.edu.ph
… an institution that cares for the environment and humanity.

online clout chasing towards the Generation Z. It could also themselves in online activities to ensure that what
contribute to a deeper understanding about the effects of clout they are getting themselves involve into are benefitable to
chasing negatively. them as the practice of online clout chasing affects their
social well-being. For the online users specifically those who
Implications practice online clout chasing we recommend that they should
always practice responsible use of social media which means
Based on the conducted study, not only does clout that they should be mindful of the impact their actions may
chasing helps an individual to gain friends in social media have on others and on society as a whole. In line with this
and participate in online activities, but it also helps out an there is a need for future research to explore the potential
individual to come out of their comfort zones and be negative impacts of online clout chasing to online users as
confident of their own way. Through social media, the online clout chasing can also lead to the spread of
Generation Z gains attentions, friendships, and connections. misinformation and harmful content, as individuals may
They are called Clout Chasers, because of the matter that they prioritize gaining attention over providing accurate
socially engage and develop relationships online. Clout information. This can be particularly problematic in cases
chasing has become a way for them to socially gather and where the content being shared can be harmful or dangerous.
discuss various types of topics, at the same time they socially Since this study focused on generation Z, future researchers
connect to one another. This study of online clout chasing has could conduct a new study with a different participant which
significant impacts in the society. Parents can utilize this is the Generation Alpha. Furthermore, we suggest that
study to educate their children about safe and responsible use institutions like schools as well as Empowerment
of social media. They can monitor their children’s online Technology and Media Information Literacy subject teachers
activity and help them develop critical thinking skills to should develop educational programs or interventions to
navigate social media easily. Students can make more increase awareness of the people especially online user
informed decisions about their online behavior and help them associated with social media participation, including online
develop positive relationship online. Online users can clout chasing. These programs could provide information on
identify unhealthy patterns of behavior in themselves or how to engage with social media in a way that can be
others as this study broadens their knowledge to the link of benefitable to each other.
online clout chasing and social media engagement. Teachers,
can incorporate discussions about online clout chasing in
their lesson plans to help students develop digital literacy
skills. This can include topics such as online safety,
responsible social media use, and media literacy. Schools can
5. ACKNOWLEDGMENTS
use this study to develop policies and guidelines for social
First and foremost, praised God and thanks to the
media use. This can help protect individuals create a safer
glory, for his showers of guidance and blessings throughout
and more productive online environment. Future researchers
this research and for the successful completion.
can contribute to the development of theories and
frameworks for understanding online behavior. Studying
We the researchers would like also to express our
clout chasing helps an individual understand the behaviors of
deepest gratitude to our research adviser, Mr. Carlos F.
the Generation Z towards social media and the factors that
Gaygay Jr. for providing us invaluable supervision, and
they were affected in, such as: Social Media Engagement and
support, during our course research study. We thank him for
Social Relationships. Clout chasing is relatively a new
his empathy, patience and knowledge that he imparts unto us.
phenomenon. With social media and digital technologies,
It was really an honor to work and study under his guidance.
clout chasing has become a more prominent and widespread
behavior in recent years. Because of this, there is still much We thank our school principal, Mrs. Leann Jester D.
to learn about the psychology and social dynamics behind Rosali, MSc for allowing us the opportunity to conduct our
clout chasing, as well as its potential negative effects on both research study among the grade 11 students. As well as the
people and society. In the findings, Clout Chasing is a way to senior high school teachers, Mr. Kurt Marlon A. Aroso and
socially interact and connect to people through social media. Mr. Carlos Wayne Paloma who have given their consent and
full participation in validating our study.
Recommendation
Our thanks and appreciation also go to our
Based on the findings of the study, online clout
participants for giving their consent and full cooperation which
chasing can have positive effects on individuals through
has made this research achieved its successful and smooth
active participation and engagement online by consistently
completion. We thank them for the time and knowledge they
posting quality content and engaging with others online,
have given for us to conduct this study.
individuals may be able to build a strong online presence and
connect with like-minded individuals or potential
Lastly, we also like to thank our dearest parents for
connections. This can lead to opportunities for relationships, their deep consideration, for the finances and undying support
companions, and even social support. With that parents throughout the making of the research.
should look out for their children while they engage

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 Email: ibed-director@ndmu.edu.ph www.ndmu.edu.ph
… an institution that cares for the environment and humanity.

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