社交媒体推荐算法机制对农产品推广的影响研究  

The Impact of Social Media Recommendation AlgorithmMechanisms on the Promotion of Agricultural Products

作　　者：钟慧 陈宋生[2] ZHONG Hui;CHEN Songsheng

机构地区：[1]北京理工大学珠海学院,广东珠海519088 [2]北京理工大学,北京100081

出　　处：《商业经济》2024年第12期101-104,共4页Business & Economy

基　　金：国家自然科学基金:嵌入双边随机边界模型的审计定价机理、审计程序与溢出效应:定价管制vs.放开(71972011);广东省普通高校人文社科重点研究基地(2023WZJD009);广东省实验教学示范中心“智能财经人才实验教学示范中心”的资助;北理珠校级质量工程(2023006ZLGC、2023008ZLGC)的重要组成部分。

摘　　要：在注意力经济时代,推荐算法机制明显偏好高互动性、短时长、视觉冲击力和娱乐性强以及高共情性的内容。然而,农产品推广内容因互动性不高、娱乐性较弱、视觉吸引力不足、共情性不强而曝光率较低,制约了农产品的推广。通过分析微信、抖音、微博和小红书等网络平台的推荐算法机制,发现农产品推广在算法推荐机制中面临挑战。为此,提出通过优化农产品推广内容,以表达形式、增加互动性为重点,结合付费推广和数据反馈调整等策略,帮助农产品营销者在社交媒体平台上提高产品曝光率和用户参与度,推动农产品的有效推广和销售增长。In the era of the attention economy,recommendation algorithm mechanisms clearly prefer content with high interactivity,short duration,strong visual impact and entertainment,and high empathy.However,the content of agricultural product promotion has low exposure rates due to its low interactivity,weak entertainment,insufficient visual appeal,and low empathy,which restricts the promotion of agricultural products.By analyzing the recommendation algorithm mechanisms of online platforms such as WeChat,Douyin,Weibo,and Xiaohongshu,it is found that the promotion of agricultural products faces challenges in the algorithm-based recommendation mechanisms.Therefore,it is proposed to optimize the content of agricultural product promotion,focusing on the expression form and increasing interactivity,combined with strategies such as paid promotion and data-feedback adjustment,to help agricultural product marketers increase product exposure and user participation on social media platforms,and promote the effective promotion of agricultural products and sales growth.

关 键 词：推荐算法机制 农产品推广 社交媒体 注意力经济 

分 类 号：G206.3[文化科学—传播学] F323.7[经济管理—产业经济]