商学院卓越学术讲坛2025年第30期

来源：

学校官网

收录时间：

2025-11-07 17:37:12

时间：

2025-11-11 10:00:00

地点：

学院南路校区主教学楼615会议室

报告人：

刘文静

学校：

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关键词：

algorithm, consumer response, social media, consumer behavior, platform optimization, marketing

简介：

This research examines an emerging practice on social media: creators openly seeking help from algorithms in their posts (e.g., "Algorithm, please promote this"). While this algorithm-leveraging practice is common, its actual effect on consumer reactions lacks empirical investigation. Contrary to creators' intentions of increasing visibility, we propose that this "algorithm please" tactic triggers negative consumer reactions. This study provides the first theoretical framework and empirical evidence on the downstream consequences of algorithm-leveraging practices, identifying perceived platform optimization as a novel mediator. Practically, the findings offer crucial insights for creators: appealing to algorithms is more effective when the content is framed as serving others' interests or being considerate of the community, rather than making a direct, self-focused appeal.

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