Research and Insights

CJC at the 2018 World Media Economics & Management Conference

May 6-9, 2018
Cape Town, South Africa

Sylvia Chan-Olmsted, professor, Department of Telecommunication

Smartphone and Sports: Fan Engagement Through Mobile Platforms

Co-author: Min Xiao, CJC doctoral student

Abstract:  Media consumption of sport content represents an intriguing area of audience research as sport consumers often exhibit high levels of cognitive, affective, and behavioral involvement differed from that of other media experiences. With the continuous fragmentation of both media platforms and audiences, the media industry is faced with intense pressure to provide quality vehicles that attract and engage the audience. While audience fragmentation means long-tail content might be disseminated via special personal platform such as smartphones, the functionality of smartphones in delivering timely news, mobility, social connections via social mobile apps, customizable content, and complimentary second-screen experiences to TV viewing suggest the growing role of this mobile platform in delivering an engaging media experience for sport consumers.

To better understand the media consumption of sports content and how platform factors interact with sports audience attributes, this study explores the predictors of smartphone platform usage during sport consumption and the moderating role of sports fandom in such consumption. Specifically, the proposed model will examine the relationship between smartphone sport consumption and three sets of influencers: 1) media factors such as multiplatform media use, sports TV use, and smartphone use disposition; 2) sport consumption motivators from both established MSSC (Motivation Scale for Sport Consumption) and social identity based motivators; and 3) sports engagement factors such as social media, fantasy sports, and sports event participation, as these three behavioral patterns have been well documented to enhance engagement in sports. The construct of sports fandom will be scrutinized as a moderator for the dependent consumption variable.

Measuring Media Engagement: Exploring Market Metrics and Taxonomy

Co-author: Min Xiao, doctoral student

Abstract: Engagement research has its roots in marketing, psychology, management, and education literatures (Brodie et al., 2011). In recent years, many social media and online community studies have incorporated the concept of engagement in their investigations. The term engagement has often been used in place of the traditional relational concepts such as involvement or brand experience (Chan-Olmsted & Wolter, in press). Furthermore, engagement is thought of as an essential thread to linking campaign phases together. However, industry reports and various studies have identified the lack of reliable measurement and standard metrics as the key obstacle to the adoption of engagement in media management and marketing processes. The consensus is that simple and readily available metrics is needed to explicate the concept of engagement. There are significant challenges in integrating engagement because the concept cannot be implemented universally in an industry setting.

Exploring Digital Media’s Impact on Sports Sponsorship: A Global Perspective

Co-author: Brittani Sahm, doctoral student

Abstract: With the continuous proliferation of media platforms, there have been tremendous changes in media consumption behaviors. From the perspective of sports sponsorship, while there are now a multitude of platforms to create brand associations, the changing media landscape and shift of message control also mean that sports sponsors will have to take into account the nature of and consumer responses toward these emerging digital media to devise effective marketing strategies. Utilizing the personal interview methodology, this study is qualitative and exploratory in nature. A total of 18 experts from European and American academics, sports marketing industry, and sports leagues/teams were interviewed to address three main research questions: 1) What are the major changes in digital technologies that are relevant to sports sponsorship; 2) How have digital media influenced the channels and platforms of sports sponsorship; and 3) How have these technologies affected the goals, strategies, and measurement of sports sponsorship.

Amy Jo Coffey, associate professor, Department of Telecommunication

Audio Measurement and Analytics: Industry Challenge and Opportunities

Co-authors: C. Ann Hollifield, Professor of Media Research, Director, University of Georgia Graduate Certificate Program in Media Analytics

Abstract: As with the television industry, the radio industry has experienced disruptive change since the advent of broadband technology. “Audio” is now more descriptive and inclusive of the content we listen to on the various platforms and formats available, including streaming radio stations, streaming music services (such as Spotify and Pandora), podcasting and other on-demand audio, as well as existing audio platforms such as satellite and terrestrial radio.  As a result, the audio industry worldwide faces the question of how to measure audio consumption across platforms in an equitable, reliable, accurate way that corporate owners, content producers, and advertisers will accept.  We posed these questions to top industry experts in audio industries, and audio analytics and measurement.  This study draws upon those data to outline the challenges ahead.


Rang Wang, doctoral student

Globalized or Localized? Multinational Luxury Brands’ Content Strategies on International and Local Social Media

Co-authors: Shuting Huang, former master’s student, University of Florida Natascha Perez-Rios, former master’s student, University of Florida

Abstract: The evolving media environment calls for new thinking about the long-lasting debate regarding globalization and localization in cross-cultural marketing. In the age of social media, multinational brands need to deal with both international platforms and local platforms whose cultural environments are distinct. Guided by the theories of high- vs. low-context culture, individualism vs. collectivism, and indulgence vs. restraint, this study employed content analysis to explore multinational luxury brands’ content strategies on the international platform Twitter and the local Chinese platform Weibo from several aspects, including visual elements, creative strategy, cultural values, indulgence and restraint communication, and user generated content. Results suggested that globalization and localization coexist.

Min Xiao, doctoral student

Factors Affecting Credibility of YouTube Influencers

Co-authors: Rang Wang, doctoral student, University of Florida, Sylvia Chan-Olmsted, professor, University of Florida

Abstract: YouTube influencers have gaining tractions in online marketing. Many consumers regard YouTube influencers as more credible sources to obtain information about a brand or product compared with traditional forms of advertising. However, the factors that influence the perceived credibility of the information posted on YouTube have remained unclear. Therefore, the current study aims to explore factors that influence the credibility of the information posted by YouTube influencers from the perspectives of source credibility, message credibility, media credibility, and audience factors. The results revealed that among 11 examined factors, argument quality, information involvement, trustworthiness of the YouTube influencer, and social advocacy are positively correlated with the perceived credibility of information on YouTube. YouTube information credibility is also positively correlated with consumer attitudes toward the videos and the brands.