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
Email:

Twitter: @UFBranding

Biography

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. 

Research

Summary

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.

Publications and Conference Papers

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).

Chan-Olmsted, S.M., & Shay, R. (upcoming). Media branding 3.0. In Siegert, G., Förster, K., Chan-Olmsted, S., & Ots, M. (est. 2015). Handbook of Media Branding. Berlin, Germany: Springer. 

Chan-Olmsted, S.M., & Shay, R. (2014). The Emerging Mobile Media Market: Exploring the Potential of Tablets for Media Content Consumption. Palabra Clave, 17(4). 

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. 

Chan-Olmsted, S.M., Cho, M., & Lee, S. (2013). User perceptions of social media: A comparative study of perceived characteristics and user profiles by social media, Online Journal of Communication and Media Technologies, 3(4), 149-178. 

Jung, J., Chan-Olmsted, S.M., & Kim, Y. (2013). From access to utilization: Factors affecting smartphone application use and its impacts on social and human capital acquisition in South Korea, Journalism and Mass Communication Quarterly, 90(4), 715-735.

Chan-Olmsted, S.M., Cho, M., & Yim, Y. (2013). Media branding through social networks: How perceived social network use by media brands affect audience-brand relationship. In Friedrichsen, M., & Mühl-Benninghaus, W. (Eds.),Media Management and Social Media Business: Value Chain and Business Models in Changing Media Markets, Berlin, Germany: Springer Science & Media Business Publishing, pp. 735-747.

Chan-Olmsted, S.M., Rim, H., & Zerba, A. (2013). Mobile news adoption among young adults: Examining the roles of perceptions, news consumption, and media usage, Journalism & Mass Communication Quarterly 90(1), 126-147.

Cha, J., & Chan-Olmsted, S. M. (2012). Relative advantages of online video platforms and television according to content, technology, and cost-related attributes, First Monday, 17(10). doi:10.5210/fm.v17i10.4049.

Cha, J., & Chan-Olmsted, S. M. (2012). Substitutability between online video platforms and television, Journalism and Mass Communication Quarterly 89(2), 261-278.

Jung, J., Chan-Olmsted, S., Park, B., & Kim, Y. (2012). Factors affecting e-book reader awareness, interest, and intention to use. New Media & Society, 14(2), 204-224.

Lee, C., Kim, J., & Chan-Olmsted, S. M. (2011). Branded product information search on the Web: The role of brand trust and credibility of online information sources. Journal Of Marketing Communications, 17(5), 355-374.

Chan-Olmsted, S. (2011). Media Branding in a Changing World: Challenges and Opportunities 2.0. JMM: The International Journal On Media Management, 13(1), 3-19. (Invited lead article)

Chan-Olmsted, S. M., Lee, S, & Kim, H. (2011). Competitive strategies in Korea mobile television markets: A comparative analysis of mobile operators and television broadcasters. International Journal of Mobile Marketing, 6(1), pp. 77-93.

Chan-Olmsted, S. M., & Guo, M. (2011). Strategic bundling of telecommunications services: A comparative study of triple-play strategies in the cable television and telephone industries. Journal of Media Business Studies, 8(2), 63-81.

Chang, B., & Chan-Olmsted, S.M. (2010). Success factors of cable network brand extension: Focusing on the parent network, composition, fit, consumer characteristics, and viewing habits, Journal of Broadcasting & Electronic Media, 54(4), 641-656.

Kim, M., Heo, J., & Chan-Olmsted, S.M. (2010). Perceived effectiveness and business structure among advertising agencies: A case study of mobile advertising in South Korea, Journal of Media Business Studies, 7(2), 1-20.

Lee, S., Lee, S., & Chan-Olmsted, S. M. (2009). A Comparative study of the third generation mobile markets in Japan and Korea. In Albarran, A., Faustino, P. & Santos, R. (Eds.), The Media as a Driver of Information Society: Economics, Management, Policies and Technologies Impacts. Lisbon, Portugal: Media XXI, pp. 269-293.

Chan-Olmsted, Cha, J., & Oba, G. (2008). An examination of the host country factors affecting the export of U.S. video media good. Journal of Media Economics, 21(3), 191-216.

Chan-Olmsted, S.M., & Cha, J. (2008). Exploring the antecedents and effects of brand images for television news: An application of brand personality construct in a multichannel news environment. The International Journal on Media Management, 10(1), 32-45.

Lee, S., Chan-Olmsted, S.M., & Ho, H. (2008). The emergence of mobile virtual network operators (MVNOs): An examination of the business strategy in the global MVNO market. The International Journal on Media Management, 10(1), 10-21.

Chan-Olmsted, S.M., & Cha, J. (2007). Branding television news in a multichannel environment: An exploratory study of network news brand personality. The International Journal on Media Management, 9(4), 135-150.

Oba, G., & Chan-Olmsted, S.M. (2007). Video strategy of transnational media corporations: A resource-based examination of global alliances and patterns, Journal of Media Business Studies, 4(2):1-25.

Chan-Olmsted, S.M., & Chang, B. (2006). Globalization through partnerships: Examining cross-border acquisitions and international joint ventures in the world media markets, ICFAI Journal of Mergers & Acquisitions.

Chan-Olmsted, S.M., (2006). Content development for the third screen: The business and strategy of mobile content and applications in the United States. The International Journal on Media Management.

Lee, S. & Chan-Olmsted, S.M. (2006).  tThe development of mobile television:  Examining the convergence of mobile and broadcasting services in Korea,  International Journal of Mobile Marketing, 1 (2.)

Chan-Olmsted, S.M. & Chang, B. (2006).  Audience knowledge, perceptions and factors affecting the adoption intent of terrestrial digital television.  New Media and Society, 8 (5), 773-800.

Oba, G., & Chan-Olmsted, S.M. (2006). Self-dealing or market transaction?:  An exploratory study of vertical integration in the U.S. syndication market, Journal of Media Economics, 19 (2), 99-118.

Keywords

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 globalcommunication.jou.ufl.edu

Research areas