Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

4-2023

Abstract

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 groups. “Desirable” information is more effective for parents, while the students pays attention to both “desirable” information and “feasible” information at the same time. There are also differences in the publicity effect of different platforms. In the empirical study, the information published on the Kwai and Douyin is more effective to the students, while the information published on the “Moments” is more effective to the parents.

Keywords

Psychological Distance, Advertising Information, Online Advertising, Advertising Effects

Degree Awarded

Doctor of Business Admin

Discipline

Advertising and Promotion Management | Business Administration, Management, and Operations

Supervisor(s)

MA, Dan

First Page

1

Last Page

81

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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