A Study on the Effect of Narrative Characteristics of University AR Admission Letters on Freshmen’s Favorability : Focusing on Wuhan University and Wuhan University of Science and Technology

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The aim of this research is to analyze how different narrative characteristics in AR admission letters influence freshmen’s favorability toward universities.
Combined narrative analysis of AR admission letters from Wuhan University and Wuhan University of Science and Technology with survey data.
Collected 277 valid survey responses to assess the impact of presence, aesthetics, educational value, and playfulness on favorability.
Conducted correlation and multiple regression analyses using SPSS 29.0 to evaluate the relationships.
All four perceptual dimensions positively impact freshmen favorability, with presence having the strongest effect (exact metrics not provided).
Playfulness had a significant but lesser impact compared to presence, enhancing overall favorability.
Provides empirical support for optimizing narrative and experiential elements in higher education communication.

Examines AR admission letters' effects on freshmen's impressions at two universities, suggesting improvements for communication strategies.

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Ma et al. (2026) studied this question.

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