Digital Marketing and Rural Education Development

Shihao Han

doi:10.54254/2754-1169/2025.LD29212

Advances in Economics, Management and Political SciencesOpen access

Digital Marketing and Rural Education Development

Research Article

Open Access

Digital Marketing and Rural Education Development

Shihao Han ^1*

¹ Southwestern University of Finance and Economics

^*Corresponding author: hanshihao97@gmail.com

Published on 5 November 2025

AEMPS Vol.237

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-507-3

ISBN (Online): 978-1-80590-508-0

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Abstract

In the context of the ongoing implementation of the “Digital Village” strategy, digital marketing—including short video promotions and live commerce—has exerted a notable influence on rural areas. However, this development does not necessarily correspond to a broad enhancement in educational quality. Instead, it has given rise to a dichotomy characterised as “marketing prosperity versus educational stagnation,” observable across multiple dimensions. To elucidate this paradox, this study develops a township-level indicator of “digital marketing intensity.” Using a fixed-effects panel regression model and incorporating mediating variables—such as the degree of social attention and educational coverage—along with heterogeneity and robustness tests, this research draws on panel data from 372 counties spanning the period 2011 to 2022. It systematically investigates the impact of digital marketing on the urban–rural education gap and its underlying mechanisms. By empirically evaluating the effects of digital marketing on rural education in a comprehensive manner, this study offers a new paradigm for addressing the phenomenon of “digital suspension,” fostering the deeper integration of digital marketing and rural education, and advancing the “soft infrastructure” essential for rural revitalisation.

Keywords:

digital marketing, Rural education, Digital countryside

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References

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References

[2]. Star, S. L. (1999). The ethnography of infrastructure. American Behavioral Scientist, 43(3), 377-391.

[3]. Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.

[4]. Zhou, H., & Li, Y. (2022). The deep obstacles and breakthrough paths of the digital transformation of rural education. Educational Research, 43(4), 55-67.

[5]. Liu, Y., & Long, H. (2021). The evolution of rural territorial system and the path of rural revitalization. Acta Geographica Sinica, 76(12), 2870-2886.

[6]. UNESCO. (2021). Reimagining our futures together: A new social contract for education. United Nations Educational, Scientific and Cultural Organization.

[7]. Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Springer.

[9]. Tsai, K. S., & Wang, Q. (2019). Charitable crowdfunding in China: An emergent channel for setting policy agendas? The China Quarterly, 240, 936–966.

Cite this article

Han,S. (2025). Digital Marketing and Rural Education Development. Advances in Economics, Management and Political Sciences,237,57-66.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-507-3(Print) / 978-1-80590-508-0(Online)

Editor: Lukáš Vartiak, Anil Nguyen

Conference website: https://www.icftba.org/London.html

Conference date: 4 November 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.237

ISSN: 2754-1169(Print) / 2754-1177(Online)

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