No abstract

Chinese films have the potential to play a key role in the Belt and Road Initiative. Although Chinese Malaysians contributed to the development of China’s film industry, the consumption incentives of Chinese Malaysians for Chinese films are worth mentioning. Furthermore, Chinese Malaysians’ purchasing behaviour towards Chinese films is affected by a combination of consuming factors. However, the function of linguistic proximity in the link between consuming incentive and purchasing behaviour is unexplored. This study focused on Chinese Malaysian students from three universities in Selangor and applied online questionnaires in quantitative research methods. Data were collected from 165 Chinese Malaysians. Results show that Chinese Malaysians are mostly motivated to watch Chinese films by the sense of belonging and vitality. Furthermore, linguistic proximity significantly influences the association between Chinese Malaysians’ motive for belonging and their purchasing behaviour for Chinese films. Moreover, the Chinese Malaysians consume Chinese films with linguistic proximity acting as a moderator in this relationship.

No abstract

China’s society continues to be shaped by social media, which is both inescapable and indispensable. Remarkably, the majority of Chinese firms and private organizations have achieved success by making use of the possibilities provided by social media platforms. Notwithstanding incredible successes via social media, the majority of Chinese social media users lack scientific understanding, and as a result, there is a deficiency in the dissemination and popularization of scientific information among users of Chinese social media platforms. To bridge this gap, this study investigates specific features of social media based on scientific knowledge and proposes a scientific information propagation framework characterized by individual impact characteristics such as personal message, personal branding, service mentality strategy, exciting content, accurate and authentic, real-time streaming, and exclusive events. Among these factors, personal branding acquired a factor score of 23%, real-time streaming acquired a factor score of 20%, and service attitude approach received a factor score of 19.5%. Similarly, real and authentic personal messaging had a factor score of 15.6%. From the outcomes, we anticipated that personal or individual impact elements, such as personal branding, might affect the diffusion and popularization of scientific information among Chinese social media users.