Pinto, Diego CostaShuqair, SalehLetras, Beatriz Maria Rodrigues2025-11-122025-11-122025-10-29http://hdl.handle.net/10362/190560Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis 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.engSocial MediaWell BeingAlgorithm personalizationFOMOEthical ConsiderationsSDG 3 - Good health and well-beingSDG 8 - Decent work and economic growthSDG 10 - Reduced inequalitiesSDG 12 - Responsible production and consumptionmaster thesis204071267