Sylvia M. Chan-Olmsted, Ph.D.
Professor - Department of Media Production, Management, and Technology
Director of Media Consumer Research
Bio
Sylvia Chan-Olmsted is the Director of Media Consumer Research at the University of Florida. Her research expertise includes digital/mobile media consumption, branding, and strategic management in emerging media/communications industries. Her current studies involve AI in media, media brand trust assessment, audience engagement conceptualization/measurement, development and marketing of mobile media content, cross-platform audience behavior, and branded content.
Areas of Expertise
Artificial Intelligence (AI), Audience/Consumer Insights, Branding/Brand Relationships, Digital Media and Mobile Media Strategy/Communication, Media Management and EconomicsEducation
Ph.D., Michigan State University, 1991
News
- UFCJC Advertising Faculty, Doctoral Students and Alumni Recognized at 2024 AAA Annual Conference (March 19, 2024)
- Sylvia Chan-Olmsted Provided SuMM Project Insights at International Sustainable Media & Brand Management Symposium (November 21, 2023)
- Sylvia Chan-Olmsted to Present at International Sustainable Media & Brand Management Symposium (October 24, 2023)
- Do Consumers Trust AI in the News-Production Process? (September 20, 2023)
- Study: Consumers Can Respond Favorably to Integrating AI into News Production if Humans Remain in Charge of the Process (September 11, 2023)
- All News About Sylvia Chan-Olmsted
Publications
Refereed Journal Articles
Alharbi, R., Chan-Olmsted, S., Chen, H., & Thai, M. (Accepted). Cultural-aware Machine Learning based Analysis of COVID-19 Vaccine Hesitancy. IEEE International Conference on Communications.
Wang, R., & Chan-Olmsted, S. (Accepted). Decoding Influencer Marketing from a Community Perspective: Typologies and Marketing Management Implications. Asia Pacific Journal of Marketing and Logistics.
Kim, H., & Chan-Olmsted, S. (Accepted). Influencer Marketing and Social Commerce: Exploring the Role of Influencer Communities in Predicting Usage Intent. Journal of Interactive Advertising.
Shin, J., & Chan-Olmsted, S. (Accepted). User Perceptions and Trust of Explainable Machine Learning Fake News Detectors. International Journal of Communication.
Chan-Olmsted, S., & Kim, J. (Accepted). Exploring the Dimensions of Media Brand Trust: A Contemporary Integrative Approach. Journal of Media Business Studies.
Chen, H., Chan-Olmsted, S., Kim, J., & Mayor Sanabria, I. (Accepted). Consumers’ Perception on Artificial Intelligence Applications in Marketing Communication. Qualitative Market Research.
Kim, H., Chan-Olmsted, S., Hwang, K., & Chang, B. (2021). Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach. Journalism & Mass Communication Quarterly.
Chan-Olmsted, S., & Qin, Y. (Accepted). The Impact of Fake News on its Sponsor's Brand Trust. Journal of Brand Strategy.
Allam, R., & Chan-Olmsted, S. (2021). The Development of Video Streaming Industry in Egypt: Examining its Market Environment and Business Model. Journal of Media Business Studies.
Chan-Olmsted, S., & Qin, Y. (Accepted). The Effect of News Consumption on Fake News Efficacy. Journal of Applied Journalism and Media Studies.
Wang, R., & Chan-Olmsted, S. (2020). Content Marketing Strategy of Branded YouTube Channels. Journal of Media Business Studies.
Chan-Olmsted, S., & Chan-Olmsted, S. (Accepted). Understanding podcast users: Consumption motives and behaviors. New Media & Society. DOI: 10.1177/1461444820963776
Chan-Olmsted, S., & Kwak, D. (2020). Fantasy Sport Usage and Multiplatform Sport Media Consumption. Sport Marketing Quarterly.
Chan-Olmsted, S., Wang, R., & Hwang, K. (2020). Millennials’ adoption of radio station apps: The roles of functionality, technology, media, and brand factors. Journalism & Mass Communication Quarterly, 1-27. DOI: 10.1177%2F1077699020952111
Chan-Olmsted, S., Wolter, L., & Adam, D. (Accepted). Towards a Media Consumer Leaning Spectrum in Video Consumption Processes. Nordic Journal of Media Management.
Barbe, D., Mena, P., & Chan-Olmsted, S. (2020). Misinformation on Instagram: The Impact of Social Validation and Topic Familiarity. Social Media and Society.
Chan-Olmsted, S., Wang, R., & Hwang, K. (2020). Substitutability and complementarity of broadcast radio and music streaming services: The millennial perspective. Mobile Media & Communication, 8(2), 209-228.
Kim, H., Chang, B., Nam, S., & Chan-Olmsted, S. (Accepted). Marketing Theatrical Films for the Mobile Platform: The Roles of Web Content/Social Media, Brand Extension, WOM, and Windowing Strategies. International Journal of Mobile Communication.
Chan-Olmsted, S., & Xiao, M. (2019). Smart Sports Fans: Factors Influencing Sport Consumption on Smartphones. Sport Marketing Quarterly, 28(4), 181-194.
Chan-Olmsted, S. (2019). A Review of Artificial Intelligence Adoptions in the Media Industry. The International Journal of Media Management, 21(3), 193-215. DOI: 10.1080/14241277.2019.1695619
Chan-Olmsted, S., & Xiao, M. (2019). Factors Affecting Smartphone Dependency of Media Consumers. International Journal of Mobile Communications.
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors Affecting YouTube Influencer Marketing Credibility: A Heuristic-Systematic Model. Journal of Media Business Studies.
Chan-Olmsted, S., Wolter, L., & Xiao, M. (2018). Defining, Conceptualizing, and Assessing the Practice of Branded Content as a Marketing Communications Strategy. Transfer Zeitschrift - Werbeforschung & Praxis (Transfer: Advertising Research and Practice).
Chan-Olmsted, S., & Wolter, L. (2018). Perceptions and Practices of Media Engagement: A Global Perspective. International Journal on Media Management. DOI: 10.1080/14241277.2017.1402183
Chan-Olmsted, S., & Su, L. (2017). Relationship between advertising and consumption in China: Exploring the roles of economic development and mass media. Global Media and China. DOI: 10.1177/2059436417744368
Chang, B., Kwon, S., Nam, S., & Chan-Olmsted, S. (2017). Toward an integrated model of software piracy determinants: A cross-national longitudinal study. Telematics and Informatics, 34(7), 1113-1124.
Lee, S., Lee, S., & Chan-Olmsted, S. (2017). An empirical analysis of tablet PC diffusion. Telematics and Informatics, 34(2), 518-527.
Hwang, K., Chan-Olmsted, S., Nam, S., & Chang, B. (2016). Factors affecting mobile application usage: Exploring the roles of gender, age, and application types. International Journal of Mobile Communications, 14(3), 256-272.
Nam, S., Chang, N., Chan-Olmsted, S., & Kim, H. (2016). Repeat consumption of media goods: Examining the factors affecting repeat theatrical viewing of movies. Journal of Media Economics, 29(4), 167-180.
Chan-Olmsted, S., & Shay, R. (2016). The New Digital Media Value Network: Proposing an Interactive Model of Digital Media Value Activities. Icono, 14(2), 46-74.
Chan-Olmsted, S., & Shay, R. (2016). Understanding Tablet Consumers Exploring the Factors That Affect Tablet and Dual Mobile Device Ownership. Journalism & Mass Communication Quarterly, 93(4), 857-883.
Books
Chan-Olmsted, S., Siegert, G., Ots, M., & Forster, K. (2016). Handbook of Media Branding. Berlin, Germany: Springer.
Book Chapters
Chan-Olmsted, S., Wolter, L., & Adam, E. (2021). Voice of the Customer: A Feedback-Centered Approach. In Digitalisierung im Marketing: Was Unternehmen heute für den Erfolg von morgen tun müssen (pp. 241-261). , Germany: Kohlhammer Verlag.
Chan-Olmsted, S., & Wang, R. (2020). Branding: Media Brands and Brands as Media. In Management and Economics of Communication. .
Wolter, L., & Chan-Olmsted, S. (2020). Examining Ad Avoidance Consumers: A Collaborative Study with the Adblocker Industry. In Media Management Matters: Bridging theory and practice (tentative). Routledge.
Chan-Olmsted, S., & Wang, R. (2019). Shifts in Consumer Engagement and Media Business Models. In Making Media: Production, Practices, and Professions (pp. 133-146). Amsterdam University Press.
Chan-Olmsted, S., & Wolter, L. (2018). Emotional Engagement in a New Marketing Communication Environment. In The Handbook of Communication Engagement. , Canada: John Wiley & Sons Inc.
Chan-Olmsted, S., & Xiao, M. (2018). Multiplatform Media Use and Media Consumers. In Handbook of Media Management and Economics. NYC, USA: Routledge.
Wolter, L., Chan-Olmsted, S., & Altobelli, F. (2017). Understanding video engagement on global service networks – The case of Twitter users on mobile platforms. In Dienstleistungen (Service) 4.0.. , Germany: Springer.
Chan-Olmsted, S., & Shay, R. (2016). Media branding 3.0. In Handbook of Media Branding. , Germany: Springer.
Presentations
Allam, R., & Chan-Olmsted, S. (2023). Assessing Audience Trust of News Organizations in developing countries: The Case of Egypt. Paper/Poster at 2023 European Media Management Association Conference on Media Trust.
Heim, S., Chan-Olmsted, S., Fantapie Altobelli, C., Fretchner, M., & Wolter, L. (2023). Towards the Measurement of Consumer Trust in Media Brands - Initial Scale Construction. Paper/Poster at 2023 European Media Management Association Conference on Media Trust.
Lee, D., & Chan-Olmsted, S. (2023). Factors affecting intention to accept virtual human as a friend that can assist mood management. Paper/Poster at 2023 World Media Economics and Management Conference.
Chan-Olmsted, S., & Luo, A. (2023). Streaming Video Service Repertoire: Segments, Patterns, and Drivers. Paper/Poster at 2023 World Media Economics and Management Conference.
Heim, S., Chan-Olmsted, S., Fantapié Altobelli, C., Fretschner, M., & Wolter, L. (2023). Towards the Measurement of Consumer Trust in Media Brands - Scale Development and Validation. Paper/Poster at 2023 Annual Conference of European Marketing Academy.
Heim, S., Chan-Olmsted, S., Fantapié Altobelli, C., Michael Fretschner, M., & Wolter, L. (2022). Exploring, defining, and structuring the domain of media brand trust. Paper/Poster at 2022 European Media Management Association Conference.
Chan-Olmsted, S., & Luo, A. (2022). Application of AI in Media Content Production: Perception, Decision, and Intention to Use. Paper/Poster at 2022 AEJMC , Detroit, MI.
Chan-Olmsted, S., Shay, R., & Luo, A. (2022). Streaming Video Repertoires: How Today’s Audience Subscribe & Use On-Demand TV. Paper/Poster at 2022 AEJMC, Detroit.
Shin, J., & Chan-Olmsted, S. (2022). User Perceptions and Trust of Explainable Machine Learning Fake News Detectors. Paper/Poster at 2022 International Communication Association conference, Paris, France.
Wang, R., & Chan-Olmsted, S. (2022). YouTube vs Instagram: How Platform Affordances Support Influencer Commerce. Paper/Poster at 2022 International Communication Association Conference, Paris, France.
Heim, S., Chan-Olmsted, S., Fletchener, M., & Wolter, L. (2022). Defining the Area of Construct - Development of the Definition of Media Brands and Media Brand Trust underlying the Scale Development Process. Paper/Poster at 2022 Annual Conference of European Marketing Academy, Budapest , Hungary.
Chan-Olmsted, S., Chen, H., & Kim, H. (2022). In Smartness We Trust: How Consumers Experience and Balance Smart Device Personalization and Privacy Concerns. Paper/Poster at 2022 American Academy of Advertising Annual Conference , St. Petersburg, FL.
Kim, H., & Chan-Olmsted, S. (2022). Influencer Marketing and Social Commerce: Exploring the Role of Influencer Communities in Predicting Usage Intent. Paper/Poster at 2022 American Academy of Advertising Annual Conference , St. Petersburg, FL.
Wolter, L., Chan-Olmsted, S., & Eilertson, R. (2021). Sustainability and Brand Communication: Consumer Segment and Media Platform Implications. Paper/Poster at 2021 European Media Management Association Conference.
Xu, K., Chan-Olmsted, S., & Liu, F. (2021). Smart Speakers Require Smart Management: How User Gratifications Affect Privacy Settings via Social Presence and Privacy Concerns. Paper/Poster at 71st Annual International Communication Association Conference.
Wang, R., & Chan-Olmsted, S. (2021). Trust Building and Trust Transfer: Consumer Decisions in Influencer Commerce. Paper/Poster at 71st Annual International Communication Association Conference.
Chan-Olmsted, S., & Wang, R. (2021). Trust in AI and Anti-Deepfakes AI technology. Paper/Poster at World Media Economics and Management Conference.
Wang, R., & Chan-Olmsted, S. (2021). Consumer Decision-Making Process in Influencer Commerce: A Grounded Theory. Paper/Poster at American Academy of Advertising Annual Conference.
Chen, H., Chan-Olmsted, S., Kim, H., & Mayor Sanabria, I. (2020). Consumers’ Perception on Artificial Intelligence Applications in Marketing Communication. Paper/Poster at 2020 AEJMC, San Francisco, CA.
Chan-Olmsted, S. (2020). Exploring the Dimensions of Media Brand Trust: A Contemporary Integrative Approach. Paper/Poster at 2020 AEJMC, San Francisco, CA.
Kim, H., & Chan-Olmsted, S. (2020). Media Trust, Risk, and Social Capital During Extreme Weather. Paper/Poster at 2020 AEJMC, San Francisco, CA.
Chan-Olmsted, S., Wolter, L., & Adam, E. (2020). Toward a Media Consumer Leaning Spectrum in Video Consumption processes. Paper/Poster at European Media Management Association Annual Conference, Jonkoping, Sweden.
Chan-Olmsted, S., & Wang, R. (2020). Understanding Podcast Users: Consumption Motives and Behaviors. Paper/Poster at Broadcast Education Association Annual Conference, Las Vegas, NV.
Wang, R., & Chan-Olmsted, S. (2020). Advertising Effectiveness on Podcast: The Role of Media Context. Paper/Poster at American Advertising Academy Annual Meeting.
Eberwein, T., Wolter, L., Chan-Olmsted, S., & Schamuhn, J. (2019). The Value of CSR Engagement for Start-ups: Lessons from a German Case Study. Paper/Poster at 5th Corporate Social Responsibility Communication International Conference, Sweden.
Chan-Olmsted, S., & Cha, J. (2019). Binge Watching: Motivations, Demographics, and Television Program Genres. Paper/Poster at AEJMC, Toronto, Canada.
Chan-Olmsted, S., & Qin, Y. (2019). The Impact of Fake News on Its Sponsor's Brand Trust. Paper/Poster at 2019 American Academy of Advertising Global Conference, Beijing, China.
Wolter, L., & Chan-Olmsted, S. (2019). Comparing Engagement Effects of Online and Offline Media Consumption Processes. Paper/Poster at 2019 European Marketing Academic Conference, Hamburg, Germany.
Chan-Olmsted, S., & Wang, R. (2019). Functionality and Adoption of Branded Radio Apps: The Millennial Perspective. Paper/Poster at 2019 American Academy of Advertising Annual Conference, Dallas, TX.
Chan-Olmsted, S., Chung, Y., Lan, X., & Wolter, L. (2019). Ad Avoidance Predictors: An Ad Blocker User Perspective. Paper/Poster at 2019 American Academy of Advertising Annual Conference, Dallas, TX.
S.H., N., Chan-Olmsted, S., S.H., K., & Byeng-Hee, C. (2018). Factors affecting Tech-conglomerate brands' extension into media content brand. Paper/Poster at Annual Conference of International Media Management Academic Association, Germany.
Wolter, L., Chan-Olmsted, S., & McDuff, D. (2018). Comparing Online and Offline Media Engagement: A Triangular Measurement Approach. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Washington, DC.
Kim, H., Hwang, K., Chan-Olmsted, S., & Chang, B. (2018). Examining Cord-Cutting Media Consumers: Usage, Perceptions, Motivations, and Segments. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Washington DC, DC.
Wolter, L., McDuff, D., Chan-Olmsted, S., & Lutz, D. (2018). Next level media engagement: Measuring cross-platform video consumption processes with wearable sensor data. Paper/Poster at American Marketing Association Conference, Boston.
Chan-Olmsted, S., & Wang, R. (2018). Substitutability and complementarity of broadcast radio and music streaming services: The Millennial Perspective. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Washington DC.
Chan-Olmsted, S., & Wolter, L. (2018). Ad Blocker Consumers - A Research Report. Oral Presentation at German Publisher Business Conference, Hamburg, Germany.
Chan-Olmsted, S., & Kwak, D. (2018). Fantasy Sports Usage and Sports Media Consumption Behaviors across Platforms. Paper/Poster at 2018 North American Society for Sport Management Conference, Halifax, Canada.
Wolter, L., McDuff, D., Chan-Olmsted, S., & Lutz, D. (2018). Achieving engagement in a cross-platform world: Measuring online and offline video consumption experiences. Paper/Poster at Annual European Marketing Academy Conference, Glasgow, United Kingdom.
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting the credibility of YouTube influencers. Paper/Poster at 14th World Media Economics Conference, Cape Town, South Africa.
Kwon, S., Lee, L., Chan-Olmsted, S., & Chang, B. (2018). Factors Affecting the Intention to Participate in Crowd Funding for Movies. Paper/Poster at 14th World Media Economic Conference, Cape Town, South Africa.
Chan-Olmsted, S., & Xiao, M. (2018). Smartphone and Sports: Fan Engagement Through Mobile Platforms. Paper/Poster at 14th World Media Economics Conference, Cape Town, South Africa.
Chan-Olmsted, S., Wolter, L., & Sahm, B. (2018). Exploring digital media’s impact on sports sponsorship: A global perspective. Paper/Poster at 14th World Media Economics Conference, Cape Town, South Africa.
Chan-Olmsted, S. (2018). Global Tech Giants in the Media Industry: Competition and Collaboration. Keynote/Plenary Address at 14th World Media Economics Conference, Cape Town, South Africa.
Chan-Olmsted, S., Wolter, L., Kresin, T., & Xiao, M. (2018). Measuring media engagement: Exploring market metrics and taxonomy. Paper/Poster at 14th World Media Economics Conference, Cape Town, South Africa.
Chan-Olmsted, S., & Wolter, L. (2018). Understanding ad blockers: A growing consumer segment. Oral Presentation at 2018 Online Marketing Rock Star Conference, Hamburg, Germany.
Chan-Olmsted, S. (2017). Business Model of the New Media Economy. Oral Presentation at University of Navarra, Pamplona, Spain.
Chan-Olmsted, S. (2017). Changing U.S. Media Industry: New Value Chain, Intelligent Integration, and Audience Engagement. Lecture at Rey Juan Carlos University, Madrid, Spain.
Wolter, L., & Chan-Olmsted, S. (2017). Exploring cross-platform engagement in an online-offline video market. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Chicago, IL.
Chan-Olmsted, S., Xiao, M., & Wolter, L. (2017). The Making of social sports fans: Factors affecting sports consumption on social media. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Chicago, IL.
Wang, R., & Chan-Olmsted, S. (2017). Content marketing strategy of branded YouTube channels. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Chicago, IL.
Chan-Olmsted, S., Wolter, L., & Xiao, M. (2017). Conceptualizing branded content in a changing media marketplace. Paper/Poster at 2017 International Communication Association, San Diego, CA.
Su, L., & Chan-Olmsted, S. (2017). Exploring the typology and impact of audience gratifications gained from TV-smartphone multitasking. Paper/Poster at 2017 International Communication Association, San Diego, CA.
Maab, S., Chan-Olmsted, S., & Wolter, L. (2017). Digital audio and sports sponsorship: Audience connection through podcasting. Paper/Poster at 2017 European Media Management Conference, Belgium.
Chan-Olmsted, S., Wolter, L., & Wang, R. (2017). Toward a multidimensional framework of media engagement: Conceptualizing consumer experience and connection with media content in a digital environment. Paper/Poster at 2017 European Media Management Conference, Belgium.
Chan-Olmsted, S. (2016). Digital Media and Affective Engagement. Keynote/Plenary Address at 2016 Beyond Consumer Research - Neuromarketing and Media, Germany.
Lee, S., Lee, S., & Chan-Olmsted, S. (2016). A cross-country analysis of tablet PC diffusion. Paper/Poster at at the annual meeting of the Association for Education in Journalism & Mass Communication, Minneapolis, MN.
Chun, J., Cho, J., & Chan-Olmsted, S. (2016). Promoting healthy behavior through social support in mobile health applications. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Minneapolis, MN.
Holmes, T., & Chan-Olmsted, S. (2016). The changing media perceptions and consumption habits of college students: A media system dependency perspective. Paper/Poster at the annual meeting of the Association for Education in Journalism & Mass Communication, Minneapolis, MN.
Wolter, L., & Chan-Olmsted, S. (2016). Brand engagement effects of native ads on digital news sites. Paper/Poster at 2016 European Marketing Academy Conference, Norway.
Chan-Olmsted, S., & Su, L. (2016). Relationship between advertising and economy in China: Exploring the roles of consumption, economic development, and mass media. at 2016 International Communication Association Conference, Japan.
Chan-Olmsted, S., & Xiao, M. (2016). Understanding multiplatform media consumers: the roles of media dependency, online-offline media affinity, mobile platform, social media, and user characteristics. Paper/Poster at 2016 International Communication Association Conference, Japan.
Chan-Olmsted, S., & Kim, J. (2016). A taxonomy of millennial consumers for media products. Paper/Poster at the 12th World Media Economics conference, New York City, NY.
Chan-Olmsted, S., & Xiao, M. (2016). Factors affecting smartphone dependency of media consumers. Paper/Poster at the 12th World Media Economics conference, New York City, NY.
Research
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 30 years, I have studied broadcasting, cable television, satellite television, telephony, IPTV, streaming video, 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 the impacts of technology 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 projects involve the examination of AI in the media industry and the consumption of various emerging mobile and IoT devices/platforms.
Research Areas
- Mobile Media
- Audience Behavior and Analysis
- Strategy
- Telecommunications
- Media Economics
- Media Management
- Strategic Management
- Brand Management
- Media Competition
- Media Conglomerates
- Communication Technology
- AI and Media
Courses
Syllabi from the current and three previous semesters: