How Computer Algorithms Influence Online Behaviour and Decision-Making
In today’s digital world, we spend hours scrolling, clicking, liking, sharing, and searching. But have you ever stopped to think about who—or what—is influencing what you see, read, or buy online? Behind every suggested video, product ad, or trending topic is something invisible but powerful: computer algorithms.
These mathematical instructions quietly shape our online experience, deciding what information reaches us, what we engage with, and even what decisions we make. In this article, we’ll explore how algorithms influence online behaviour and decision-making in a way that’s easy to understand and deeply relevant to our daily lives.
What Is a Computer Algorithm?
In simple terms, an algorithm is a step-by-step set of instructions designed to solve a problem or perform a task. In computing, algorithms are the rules that guide machines on how to make decisions based on data.
For example:
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Google’s algorithm decides which websites show up first when you search for something.
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YouTube and Netflix use algorithms to suggest videos or shows you might like.
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Facebook, Instagram, and Ticktock use algorithms to arrange posts in your feed.
These aren’t random suggestions—they’re personalised, based on your past behaviour, preferences, and engagement.
1. Shaping What We See: The Filter Bubble
One of the most visible ways algorithms influence us is through content curation. Platforms like Instagram, YouTube, and Twitter don’t show you everything. Instead, they use algorithms to filter and prioritise content they think you’ll like.
This creates what is often called a filter bubble—a personalised space where you mostly see opinions, ideas, and topics that align with your own views. While this can make your feed more relevant, it also limits exposure to diverse perspectives and reinforces existing beliefs.
So, while it feels like we’re choosing what to see, the algorithm is doing much of the choosing for us.
2. Influencing Buying Decisions
Have you ever searched for a product once and then seen ads for it everywhere? That’s the algorithm at work again.
E-commerce platforms and digital advertisers use algorithms to:
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Track your browsing habits
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Understand your interests
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Recommend similar or complementary products
This kind of predictive marketing doesn’t just follow your behaviour—it nudges you toward purchases you might not have otherwise considered. The more data you generate, the more accurately algorithms can “guess” what you want to buy next.
3. Driving User Engagement and Addiction
Platforms are designed to keep you engaged. Social media companies, for example, use algorithms to maximise screen time. They analyse what type of content you like, when you’re most active, and which posts get the most reactions.
These insights help the algorithm:
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Show you content that hooks you
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Suggest similar creators or posts
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Notify you at optimal times to bring you back
This creates a feedback loop: the more you engage, the more the algorithm learns, and the more addictive the content becomes. It’s no coincidence that you keep scrolling, even when you only meant to check one thing.
4. Affecting Emotions and Mental Health
Algorithms don’t just influence what we see—they can also affect how we feel.
Studies have shown that curated content can:
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Increase anxiety or depression (especially when comparing yourself to others)
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Trigger fear (through sensational or negative news stories)
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Create a false sense of reality (by only showing “perfect” lives or bodies)
These emotional effects, often unintended, are a byproduct of algorithms designed to prioritise engagement—not mental well-being.
5. Impacting Major Life Decisions
Believe it or not, algorithms can influence significant life choices such as:
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Career paths: Job recommendation engines suggest openings based on your profile.
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Education: Platforms recommend courses and learning paths tailored to your activity.
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Relationships: Dating apps use algorithms to match people based on preferences and behaviour.
While this can be helpful, it also means important decisions are being shaped—sometimes heavily—by the underlying logic of a machine.
6. Political and Social Influence
In recent years, concerns have grown about how algorithms affect public opinion. From election interference to the spread of misinformation, these systems can:
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Promote polarising content that gets clicks
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Spread fake news faster than facts
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Influence voting decisions or civic engagement
Because algorithms reward content that goes viral, not necessarily content that’s true or constructive, manipulation becomes easier.
Can We Do Anything About It?
Yes. While we can’t fully escape algorithms, we can:
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Be aware: Understand that your online experience is personalised.
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Diversify your sources: Seek different viewpoints outside your feed.
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Limit data sharing: Be cautious about what information you give to apps and platforms.
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Support ethical tech: Use platforms that prioritise user well-being and transparency.
More and more people are calling for algorithmic accountability, pushing tech companies to be open about how their systems work.
Conclusion: The Silent Guide in the Digital World
Computer algorithms are the silent architects of the internet, shaping not only what we see but how we think, feel, and act online. While they bring convenience and personification, they also raise important questions about privacy, manipulation, and control.
The more we understand how algorithms work, the better we can navigate the digital world with awareness and intention. Because in the age of smart machines, the smartest thing we can do is think critically—even when the thinking is being done for us.
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