Bias in Personalized Social Media Content: Impact on Romanian Generation Z Decision Making

Abstract

In an era dominated by personalized digital experiences, social media platforms play an increasingly influential role in shaping young adults' perceptions and decisions. With the use of algorithms that personalize social media feeds for individual users, concerns have arisen regarding the extent to which such personalization reinforces preexisting biases and influences user behavior, with a focus on how it influences biased decisions in a variety of contexts, including political opinions, lifestyle choices, and shopping habits. This study investigates the impact of personalized social media content on the decision-making of Romanian Generation Z users. The research analyzes how personalized feeds shape perceptions, preferences, and decisions by examining algorithmic bias in content curation and exposure to diverse viewpoints. Furthermore, the study examines digital literacy and critical thinking by exploring how aware Generation Z is of algorithmic personalization and its potential biases, providing information on its ability to engage with digital content critically. In this context, it is important to mention that throughout the article, we provide users' perspectives on how they perceive, feel, and think about the influence that the media has on their daily lives. Given the lack of research on the willingness of Generation Z to share information on social networks, we also addressed this issue. The data for this research were collected using a questionnaire conducted on a sample of Romanian university undergraduate students, all part of Generation Z. Based on the collected data, we present the results regarding the awareness of the participants about personalized content, their perceptions of bias, and the influence this has on their decision-making. The findings contribute to understanding the implications of algorithmic personalization for young adults in the Romanian context, highlighting the importance of critical social media literacy and promoting informed decision-making in the digital age.