The Emotional Economy in Social Media Platforms: An Analysis of Algorithm-Driven User Engagement and Commercial Value

Abstract

With the rise of mobile Internet and social media, platforms have transformed emotions into key economic elements through algorithmic redistribution of attention. This study employs theoretical analysis to investigate how algorithmic mechanisms shape user engagement and convert emotions into commercial value within platform economies. The research aims to reveal both the benefits and risks of emotion-driven engagement. Findings indicate that emotionally charged content significantly enhances user stickiness, retention, and monetization through advertising and paid services. However, algorithms act not as neutral tools but as amplifiers of emotional responses, often reinforcing polarization, fostering immersive yet dependency-prone consumption, and generating risks such as the “outrage economy”. While these mechanisms strengthen business models, they also raise ethical, psychological, and societal concerns. The study is limited by reliance on secondary sources, suggesting future empirical and interdisciplinary research is needed to assess long-term impacts and to design governance strategies balancing commercial value with social responsibility.