Sylvia M. Chan-Olmsted

Sylvia M. Chan-Olmsted, Ph.D.

Professor - Department of Telecommunication

Ph.D., Michigan State University, 1991

Office: 3063 Weimer
Phone: 352-392-4211

Twitter: @UFBranding


Sylvia Chan-Olmsted teaches brand management, consumer and audience analytics, media research, and media management at both graduate and undergraduate level. Her research expertise includes digital/mobile media consumption, branding, and strategic competition in emerging media/communications industries. Her current studies involve the development and marketing of mobile media content, cross-platform media strategy and audience behavior, mobile apps usage, and branding via social/mobile media, especially in the context of young adult consumers.

Dr. Chan-Olmsted has conducted consumer research and consulted for Google, Nielsen, National Association of Broadcasters, the Cable Center, and the Center for International Business Education and Research. Recipient of over 20 national and international research awards, Dr. Chan-Olmsted holds the Research Foundation Professorship and the Al and Effie Flanagan Professorship at the University of Florida and is the recipient of the 2014 Award of Honor presented by the Journal of Media Economics for scholarly contribution to the field.  

Dr. Chan-Olmsted is the author of the book, Competitive Strategy for Media Firms and co-editor of two books, Media Management and Economics Handbook and Global Media Economics. Her book won the prestigious Most Significant Contribution to Media Management and Economics Award from the U.S. Association for Education in Journalism and Mass Communication. She has published over 60 refereed articles in the Journal of Broadcasting and Electronic Media, Journalism & Mass Communication Quarterly, Telecommunications Policy, Mobile Media & Communication, New Media and Society, Journal of Marketing Communications, Journal of Media Economics, International Journal on Media Management, and others. 



I conduct research because I am curious. I am always curious about how and why people use emerging media, and how and why organizations succeed or fail in delivering these media.  I began my research journey with a focus on media economics, especially in subjects related to industrial organization, strategic competition, and mergers and acquisitions in the context of media industries. Over the last 25 years, I have studied broadcasting, cable television, satellite television, telephony, IPTV, mobile television, social media, and mobile apps industries, utilizing mostly quantitative research methods and integrating theories from marketing and industrial economics with those in mass communication. In more recent years, with the game changing arrival of the Internet and mobile technologies that gave consumers the power of control and content generation, my research has shifted to examine more  frequently media consumers rather than media firms. Though all of my studies in media consumption are investigated with an emphasis on their strategic implications in the marketplace.  In general, my research touches on media brand/strategic management; digital, social, and mobile media consumer and marketing strategy; development and marketing of mobile media content; cross-platform audience behavior; and branding via social/mobile media, especially in the context of young adults. I have also begun to incorporate more qualitative research methods because of the fluid nature of media habits amid rapid technological changes. My recent research project involves a funded longetudinal study on the changing role of media in the life of millennials.

Recent Publications

  • Hwang, K., Chan-Olmsted, S.M., Nam, S., & Chang, B. (In press). Factors affecting mobile application usage: Exploring the roles of gender, age, and application types, International Journal of Mobile Communications.
  • Guo, M., & Chan-Olmsted (2015). Predictors of social television viewing: How perceived program, media, and audience characteristics affect social engagement with television programming, Journal of Broadcasting & Electronic Media, 59(2), 240-258.
  • Jang, W., Ko, Y., & Chan-Olmsted, S. (2015). Spectator-based sport team reputation: Scale development and validation, International Journal of Sport Marketing and Sponsorship, 16(3).
  • Jung, J., Kim, Y., & Chan-Olmsted, S. (2014). Measuring usage concentration of smartphone applications: Selective repertoire in a marketplace of choices. Mobile Media & Communication, 2(3), 352-368.


mobile media, audience behavior and analysis, strategy, telecommunications, media economics, media management, strategic management, brand management, media competition, media conglomerates, mergers and acquisitions, communications technology

Research areas