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The Ethical Implications of Social Media Algorithm Personalization in Digital Marketing on Well-Being: The Role of FOMO in Social Media
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Resumo(s)
This study investigates the psychological consequences of algorithmic-driven experiences on
social media platforms, focusing specifically on how automated decision-making and content
filtering influence users life satisfaction and psychological wellbeing. Drawing on theories of
surveillance capitalism, social comparison, and fear of missing out (FOMO), this research
develops and tests a structural model incorporating both direct and indirect effects.
A quantitative online survey was conducted with a sample of 113 active social media users,
predominantly young adults, whose behavioral and demographic characteristics were
analyzed using SPSS. The model was tested using Partial Least Squares Structural Equation
Modeling (PLS-SEM) via SmartPLS 4. Results demonstrate that both automated
decision-making and content filtering negatively affect psychological wellbeing indirectly
through FOMO dimensions. Social validation and social comparison also show significant
indirect effects. Furthermore, multi-group analyses reveal that the amount of time spent on
social media significantly moderates the relationship between social FOMO and psychological
wellbeing. Specifically, the indirect effect of content filtering on wellbeing via social FOMO
was significant (β = -0.221, p < 0.05), and the moderating effect of time spent was also
statistically significant (β = -0.202, p < 0.05). The findings contribute to digital marketing and
consumer psychology literature by highlighting how algorithmic personalization and user
interaction patterns can shape emotional and cognitive outcomes. Implications for platform
designers, marketers, and mental health practitioners are discussed.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Well Being Algorithm personalization FOMO Ethical Considerations SDG 3 - Good health and well-being SDG 8 - Decent work and economic growth SDG 10 - Reduced inequalities SDG 12 - Responsible production and consumption