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- W4386791808 abstract "This paper aimed�to study Chinese viewers' attitude toward watching fan-subtitled online courses, attitude toward sponsorship activity,�and attitude toward sponsor brand. The relationships among three attitude variables were examined�based on Fritz Heider's balance theory.�A quantitative approach was employed�and an online questionnaire was�distributed on�the�online�forum of the most popular fansub group's�website in mainland China. 216 samples were collected. The finding showed that three variables�were�favorable, and significantly positively correlated. This suggested that�sponsoring fan-subtitled video could contribute to a positive attitude towards brands." @default.
- W4386791808 created "2023-09-16" @default.
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- W4386791808 date "2023-09-15" @default.
- W4386791808 modified "2023-09-26" @default.
- W4386791808 title "The relationship between Chinese viewers' attitude toward fansub videos and attitude toward sponsorship" @default.
- W4386791808 doi "https://doi.org/10.58837/chula.the.2019.515" @default.
- W4386791808 hasPublicationYear "2023" @default.
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