The effect of psychological distance on online advertising: A case study of video enrollment advertisement of colleges

• المؤلف الرئيسي: HE, Xian
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2023
• الموضوعات: Psychological Distance; Advertising Information; Online Advertising; Advertising Effects; Advertising and Promotion Management; Business Administration, Management, and Operations
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/etd_coll/485; https://ink.library.smu.edu.sg/context/etd_coll/article/1483/viewcontent/GPBA_AY2017_DBA_He_Xian.pdf

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 plat...