PSYCHOLOGICAL MECHANISMS OF SOCIAL MEDIA INFLUENCE ON LEADERSHIP QUALITIES OF STUDENT YOUTH

This article examines the impact of social media on the development of leadership qualities among student youth through the lens of key psychological mechanisms. Based on a theoretical analysis of contemporary literature, six core mechanisms are identified: social comparison, self-presentation, imitation and social learning, emotional reactivity and engagement, digital identity formation, and the need for social approval. Each mechanism's psychological influence is analyzed in relation to its contribution to the development of leadership traits such as strategic thinking, empathy, communicative competence, authenticity, motivation for self-realization, and the ability to influence others. An empirical study was conducted using factor and correlation analysis to verify the theoretical framework. The findings confirmed a stable six-factor structure corresponding to the proposed psychological mechanisms, with high reliability scores (Cronbach’sα > 0.78) and a total variance explained of 76.9%. The mechanisms of self-presentation, digital identity, and social comparison demonstrated the strongest correlations with leadership quality development. Social media is conceptualized as a socio-psychological space that fosters personality development and may serve as a platform for authentic leadership formation. The article outlines future research directions and practical programs aimed at fostering student leadership potential within digital environments.Keywords: leadership qualities, social media, psychological mechanisms, self-presentation, social comparison, digital identity, emotional reactivity, imitation, youth, leadership development.