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The Effect Of Psychological Distance On Online Advertising: A Case Study Of Video Enrollment Advertisement Of Colleges, Xian He
Dissertations and Theses Collection (Open Access)
Advertising for enrolment through the Internet has become an important means of enrolment promotion in Chinese universities. However, there is currently no clear research conclusion on how to conduct effective advertising, especially on the selection of factors such as promotion time, promotion platform, and promotion targets. Based on the construal level theory, this study investigated the effects of different types of college enrolment advertising on different new media platforms, using different dimensions of psychological distance corresponding to factors such as promotional time and promotional area. The empirical results show that different advertising types do have significant effect differences on different …