Recently, the competition in Chinese enterprises becomes more and more acute, in order to set up a good enterprise image, an enterprise should communicate its operation mind through the amount and effectiveness of its advertising investment. This paper provides an overview of the recent theoretical and empirical research on herd behavior. It looks at the basic model of herding, the causes of herd behavior, and the effect that herding has on advertising markets. We get the results that herding exists in advertising market.
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