Hooked by Design: How Social Media Makes and Breaks Us

Abstract

This thesis examines the evolving influence of social media platforms on user behavior, corporate engagement, and digital communication norms. Tracing the historical emergence of major platforms, it analyzes how psychological principles underlying attraction, engagement, and retention have been embedded within digital environments to shape user experiences. Drawing on case studies and international examples, the research highlights how cultural and economic factors — particularly in the United States — have influenced the adoption and monetization of social media. The study also explores broader shifts, including the rising commercialization of digital spaces and the evolving role of social media as both an information gateway and a tool for corporate reputation management. By connecting behavioral psychology with the strategic evolution of platform design and user interaction, the thesis offers new insights into how digital ecosystems mold consumer behavior and reshape global communication patterns