Dataset on the Impact of Social Media Algorithms on Consumer Behavior in Rondon do Pará, Brazil (2025)

Dataset Title: Impact of Social Media Algorithms on Consumer Behavior in Rondon do Pará, Brazil (2025)

General Description: This dataset provides quantitative information for analyzing the influence of social media algorithms on consumer behavior in the municipality of Rondon do Pará, Brazil. The data were compiled from public sources and complemented by empirical online responses, encompassing variables related to social media usage, exposure to personalized advertisements, and online purchasing decisions. The dataset aims to support research in the fields of digital marketing, consumer behavior, and regional economic development.

Methodology: The research adopts a quantitative, descriptive, and applied approach, based on the analysis of secondary dataobtained from public databases such as IBGE, SEBRAE, Statista, Ebit/Nielsen, and Meta Business Suite, as well as locally collected online data. Variables are grouped into thematic blocks as follows:
1. Sociodemographic Profile – age, average income, occupation, and internet usage frequency.
2. Use of Social Media – average daily usage time, most accessed platforms, and advertisement exposure frequency.
3. Algorithmic Influence and Personalization – engagement rates, retention time, and targeted content.
4. Role of Digital Influencers – audience reach, credibility, and purchase decision impact.
5. Online Consumer Behavior – purchase frequency, motivations, and comparison between online and physical shopping.
6. Impact on Local Commerce – perception of e-commerce substitution effects and influence on local economic activity.

Data analysis was conducted using Microsoft Excel and IBM SPSS Statistics, applying descriptive statistics, Pearson’s correlation, and regional comparative analysis.

Data Format and Structure:
• File type: .csv
• Number of observations: 102 valid records
• Number of variables: 21 columns corresponding to the thematic categories above
• Encoding: UTF-8
• Delimiter: Comma (,)
Main Variables:
• age (numeric)
• gender (categorical)
• monthly_income (numeric, in BRL)
• daily_social_media_use (numeric, hours/day)
• most_used_social_media (categorical)
• ad_exposure_frequency (Likert scale 1–6)
• ad_influence_level (Likert scale 1–6)
• trust_in_influencers (Likert scale 1–6)
• online_purchase_preference (binary: 0 = physical store, 1 = online)
• impact_on_local_commerce (Likert scale 1–6)

Temporal Coverage: January – October 2025

Geographical Coverage: Rondon do Pará, State of Pará, Brazil.