What is it about?
This study explores the attitudes of Chinese viewers towards fansubtitled (fansub) online courses, sponsorship, and the sponsors of online courses. A total of 216 participants were surveyed, and results showed that viewers generally had positive attitudes toward fansub videos, sponsorship, and the sponsors. High ratings were observed in the context of fit between sponsors and fansub videos, their sincerity, and commercialization. These findings can serve as a starting point for future research and contribute to better marketing strategies.
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Why is it important?
This research is significant because it provides one of the first scientific insights into the relationships between attitudes toward fansub videos, sponsors, and sponsorship. Understanding these relationships can help inform better marketing strategies and provide a foundation for further research in the fields of fansub and sponsorship.
Read the Original
This page is a summary of: Relationship between Chinese viewers’ attitude toward fansub videos and attitude against sponsorship, Cogent Education, July 2022, Taylor & Francis, DOI: 10.1080/2331186x.2022.2102481.
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