Research on the strategy for improving the utility of government social media information based on a multi-agent game model

Government social media (GSM) has become an important tool for government departments to open information, guide public opinion and interact with the government and the people. However, the operation and maintenance of some GSM are not standardised, and the content published is inconsistent with identity positioning, resulting in the realistic dilemma of low utility of GSM information. The purpose of this study is to explore the effective strategies to improve the effectiveness of GSM information. The research is from the perspective of information economics, this article uses evolutionary game theory to build a tripartite evolutionary game model comprising GSM operations departments, government regulators and users in order to explore the evolution process of tripartite game behaviours and the influence of subject behaviour selection on information utility. It subsequently conducts a solution and numerical simulation to demonstrate the influence of different factors on the game results. The experimental results show that there are four situations in which the utility of GSM information affects the evolution and stability strategy of the subject and that changes in different parameter values have significant effects on the results of the three-party game. The evolution trend of the subject behaviour can be changed by increasing the regulatory means of rewards and punishments and establishing an efficient operation mechanism for GSM, thus promoting system convergence to the ideal state. The results of this study can provide references and suggestions for government departments to effectively enhance the effectiveness of GSM information and promote the healthy development of GSM.