Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/469
Title: The effects of banner advertising of university on prospective students’ studying intention
Authors: Xiao, Junyan 
Issue Date: 2020
Source: Xiao, J. (2020). The effects of banner advertising of university on prospective students’ studying intention [Unpublished bachelor's thesis]. Wenzhou-Kean University.
Abstract: The purpose of this study is to analyze the relationship between banner advertising of university and prospective students’ studying intention. The study applies the ABC framework and analyzes four variables of banner advertising: advertising content, advertising credibility, advertising design, and advertising interactivity. Fifty-nine participants answered the questionnaire. The respondents are mainly third-year high school students. All the data is collected and uses empirical tests to determine the influences of variables. The results show that banner advertising has a positive impact on prospective students’ studying intention. Advertising content, credibility, design and interactivity can affect whether the banner advertising is valid or not.
URI: https://hdl.handle.net/20.500.12540/469
Appears in Collections:Theses and Dissertations

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