价值共创视角下社交媒体广告推荐算法联盟的构建及动力机制研究

Research on the Construction and Dynamic Mechanism of Social Media Advertising Recommendation Algorithm Alliance from the Perspective of Value Co-Creation

摘要: 为促进平台企业共同治理社交媒体广告精准推荐中的算法乱象，提升平台企业参与动力，保障平台企业的利益。拟构建社交媒体平台企业参与应对推荐算法问题的推荐算法联盟，依靠联盟自身运营，考虑企业自身能力水平、参与价值共创成本、额外收益及其分配等因素对策略选择的影响；后加入动力机制，验证政府的奖励与惩罚以及双方违约成本对参与价值共创的影响，建立双方有限理性的博弈模型，利用Matlab探究促进博弈实现均衡状态，并据此提出相关建议。结果显示：运营方企业积极参与并引导入驻企业参与是促进联盟建立及价值共创的最好方式，基于价值共创额外收益分配与成本的平衡，加入动力机制，即增大双方约定的违约成本，政府作为第三方履行好监管责任，加大对运营方企业的惩罚及奖励均可促进双方的价值共创。为多方参与、协同治理、有效规制社交媒体广告推荐算法提供建议。

Abstract: To promote platform enterprises to jointly manage the algorithmic chaos in precise recommendation of social media advertisements, enhance their participation motivation, and safeguard their interests. We plan to build a recommendation algorithm alliance for social media platform enterprises to participate in addressing recommendation algorithm issues, relying on the alliance’s own operation and considering the impact of factors such as the enterprise’s own ability level, participation value co creation cost, additional benefits and their distribution on strategy selection; Afterwards, a dynamic mechanism was added to verify the impact of government rewards and punishments, as well as the cost of breach of contract between both parties, on participating in value co creation. A bounded rationality game model was established for both parties, and Matlab was used to explore the promotion of equilibrium in the game, and relevant suggestions were proposed based on this. The results show that actively participating and guiding the operating companies to participate is the best way to promote the establishment of alliances and value co creation. Based on the balance between the distribution of additional benefits and costs of value co creation, adding a dynamic mechanism, that is, increasing the agreed default cost between both parties, fulfilling regulatory responsibilities as a third party, and increasing punishment and rewards for operating companies can promote value co creation between both parties. Provide suggestions for multi-party participation, collaborative governance, and effective regulation of social media advertising recommendation algorithms.