A INFLUÊNCIA DOS ALGORITMOS DE REDES SOCIAIS NO COMPORTAMENTO DOS USUÁRIOS: PADRÕES DE ENGAJAMENTO E CONSUMO DIGITAL

Abstract

This article analyzes the influence of social media recommendation algorithms on user behavior, focusing on patterns of digital engagement and consumption, specifically screen time, purchase stimuli, and impulsivity. The main objective is to investigate how the algorithmic systems of TikTok, Instagram, and Facebook prolong user retention and articulate personalization strategies to intensify impulsive consumption practices. The methodology adopted is qualitative, documentary, and descriptive, supported by thematic content analysis of scientific articles, institutional reports, and case studies published between 2018 and 2025. The theoretical framework addresses the neurobiological mechanisms of retention, the phenomenon of social commerce, the vulnerability of young people and adolescents to digital impulsivity, and the limits imposed by the Brazilian General Data Protection Law (LGPD). The results indicate that algorithms operate as persuasion engineering tools, exploiting the brain's reward system through variable rewards and infinite scrolling, while integrating consumption dynamics directly into the user's feed. It is concluded that the algorithmic architecture of social media contributes to the formation of compulsive habits and the expansion of materialism in contemporary society, demanding greater platform transparency and compliance with data protection regulatory frameworks.