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.


As a researcher, I find this study fascinating because it delves into the complex relationships between fansub videos, sponsors, and viewer attitudes. The positive attitudes we found toward fansub videos, sponsors, and sponsorship demonstrate a growing interest in online courses and reveal the potential for brands to strategically utilize these platforms for marketing. Our research contributes to a deeper understanding of the dynamics between viewers, sponsors, and content creators. As we continue to explore these relationships, we hope our findings can help inform more effective marketing strategies and support the ongoing development and expansion of online education.

Dr. Smith Boonchutima
Chulalongkorn University

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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