Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications Telecommunication professor and Media Consumer Research director, is the co-author of “Millennials’ Adoption of Radio Station Apps: The Roles Functionality, Technology, Media, and Brand Facts” published in Journalism & Mass Communication Quarterly on Aug. 25.

Chan-Olmsted, CJC doctoral student Rang Wang and Kyung-Ho Hwang from Kyungnam University in South Korea, examined Millennial radio users’ functionality preferences regarding radio station-specific apps and the factors that influence adoption intentions and actual adoption behaviors.

According to the authors, “The findings suggest that for radio broadcaster brands, mobile marketing via apps can be effective in loyalty building if used appropriately. The results suggest that in the radio listening context, it is essential to offer interaction opportunities and relevant, supplementary content in the apps. Making the apps easy to use and providing customer support are important as well.”

Chan-Olmsted was also the co-author of “Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach” published in the same edition of Journalism & Mass Communication Quarterly.

Chan-Olmsted, Hun Kim and Kyung-Ho Hwang, both from Kyungnam University in South Korea, investigated the factors affecting the cable cord-cutting behavior of three different consumer segments: cord-cutters, cord-loyalists and cord-couplers.

Their results show that cord-cutting is predicted by eudaimonic (living a life of virtue in pursuit of human excellence) and exploration motivators, perceived compatibility and complementarity and age.

Posted: August 31, 2020
Category: College News
Tagged as: Rang Wang, Sylvia Chan-Olmsted