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Sylvia Chan-Olmsted - University of Florida. Gainesville, FL, US

Sylvia Chan-Olmsted Sylvia Chan-Olmsted

Director of Media Consumer Research, Professor | University of Florida

Gainesville, FL, UNITED STATES

Dr. Chan-Olmsted’s research expertise includes cross-platform media consumption and AI applications in media and marketing communications.


Dr. Chan-Olmsted’s research expertise includes digital/mobile/cross-platform media consumption, brand and media engagement, brand trust, competition between legacy and emerging media platforms, and AI applications in media and marketing communications. Her current studies involve audience engagement, media brand trust measurement, and AI personalization/business adoption. She has conducted consumer research for Google, Adidas, U.S. National Association of Broadcasters, the Cable Center, Nielsen, Huffington Post (Germany), Bertelsmann (Gruner + Jahr), Association of Top German Sport Sponsors (S20 group), and others. Recipient of over 30 national and international research awards and author of hundreds of publications, Dr. Chan-Olmsted served as the Research Association Dean for six years. She is currently the Director of Media Consumer Research who develops applied research projects with industry partners on emerging media technology consumption

Industry Expertise (6)


Media - Broadcast

Market Research

Media - Online

Social Media


Areas of Expertise (15)

Media Management and Economics

Communication Technology

Brand Relationships

Artificial Intelligence

Media Competition

Audience Research

Consumer Insights

Strategic Planning

Digital and Mobile

Emerging Media

Social Marketing

Social Media

Fake News



Media Appearances (5)

Can you spot a deep fake? Latest technology makes it harder to catch

NBC 2  online


“It is extremely easy now to create realistic fake visuals,” said Sylvia Chan-Olmsted, the director of Media Consumer Research at the University of Florida. “It’s able to really learn from looking at a lot of images and to recreate and kind of swap and mask.”

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Naples Florida Weekly  online


Sylvia M. Chan-Olmsted, a University of Florida professor and director of media consumer research, said she canceled her own traditional pay TV service in favor of streaming apps including Netflix and Amazon. “And I don’t feel like I miss it at all,” she said.

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Media seek 'emotional engagement' of audiences

News Entrepreneurs  online


Sylvia Chan-Olmsted is one of the leading scholars of media economics, and she stopped by the University of Navarra Dec. 13 to chat about some of the trends she is seeing in the industry.

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The Resurrection of Bess Eaton

VICE  online


If anything, southern New Englanders clung even more fervently to their brand. Sylvia Chan-Olmsted, the director of consumer media research and a professor at the University of Florida, ties this type of branding affirmation to more general feelings the verses evoked—not religion itself, but authenticity and history of the region.

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Big Bird ad ruffles some feathers

Boston Globe  online


It’s just that PBS and Sesame Workshop have always controlled the message — and have managed to leverage Big Bird’s bipartisan hold on our national culture. He’s eight feet of warm associations, said Sylvia Chan-Olmsted, a University of Florida professor who has studied the branding of PBS. Even Romney loves him, and you get the sense that the guy isn’t usually nostalgic about animals.

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Articles (5)

Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach

Journalism & Mass Communication Quarterly

Hun Kim, Sylvia M Chan-Olmsted, Kyung-Ho Hwang, Byeng-Hee Chang

2021 This study investigates the factors affecting the cord-cutting behavior of media consumers. Adopting the frameworks of diffusion of innovations, uses and gratifications theory (U&G), channel repertoire, and media usage/segmentation, we conducted an online survey of 860 respondents in the United States to examine the use, perception, and motivation of cord-cutting behavior among three different consumer segments: cord-cutters, cord-loyalists, and cord-couplers. The results show that cord-cutting is predicted by eudaimonic and exploration motivators, perceived compatibility and complementarity, and age.

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The impact of fake news on its sponsor’s brand trust

Journal of Brand Strategy

Sylvia M Chan-Olmsted, Yufan Sunny Qin

2021 This study examined how fake news sponsored by brands influences consumers’ brand trust. Specifically, it explored the effects of fake news on brand trust and the factors (eg product involvement, audiences’ previous fake news experiences and media consumption) that might moderate this association. An online between-subjects questionnaire-based experiment (n = 600) was conducted with a 2 (fake/real news) × 2 (brands of high/low product involvement) design to explore the relationship between fake news and brand trust. The results showed that the difference in brand trust between fake and real news conditions was not significant. Additional analyses, however, identified a relationship between perceived news credibility and brand trust in the fake news context. In addition, the influence of news credibility on brand trust is moderated by product involvement and certain social media usage. This study suggests that fake news consumption is a complex behaviour that might not lead to the direct transfer of negative brand outcomes, as consumers might have different sensitivity levels and perceived credibility of fake news.

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The development of video streaming industry in Egypt: examining its market environment and business model

Journal of Media Business Studies

Rasha Allam, Sylvia Chan-Olmsted

2020 This study examines the development of video streaming industry in Egypt, a country characterised by a large segment of young consumers and active online media users in the Arab region. Interestingly, while the international and regional video streaming services have been able to achieve good audience shares, the Egyptian platform, Watch iT, is struggling to survive in the market. Based on in-depth interviews with 17 media executives, this study investigates how the market environment affects the development of different video streaming platforms in Egypt and what business model factors influence the performance of this market. The results highlighted the importance of economic and cultural factors in setting the parameters of competition and the need for flexibility in pricing and partnerships.

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Understanding podcast users: Consumption motives and behaviors

New Media & Society

Sylvia Chan-Olmsted, Rang Wang

2020 Through a large-scale national survey, this study provided the first comprehensive examination of podcast users in the United States from the perspectives of motivation and usage. It deepened our understanding of this new on-demand audio platform in the context of consumption drivers, behaviors, and competing media options. The results showed that entertainment, information, and audio platform superiority were the most important motivators for podcast consumption. In addition, motives were found to affect listening behaviors, including listening settings, width, depth, and routine of listening, and usage of competing audio media, such as regular radio, online radio, and streaming music. The findings revealed that podcasting is a distinct medium with unique characteristics rather than a mobile, on-demand extension of existing audio platforms like radio. Podcast consumption, especially on today’s complex media platforms, is multidimensional and should be measured from multiple aspects and examined in various settings.

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The effect of news consumption on fake news efficacy

Journal of Applied Journalism & Media Studies

Sylvia Chan-Olmsted, Yufan Sunny Qin

2020 The increasing use of social media has led to the growing reliance of social media as a news source. The viral nature of social platforms inevitably elevates the viral impact of fake news. As both academia and practitioners touted media literacy as a means of combating fake news or misinformation, little is known about the nature of relevant efficacies. Existent literature points to the plausible contribution of media consumption, self-efficacy of fake news and perceived impact of fake news in this process. Therefore, this study explored the relationship between consumers’ news consumption, such as fake news experiences/perceptions, news sources and news consumption motives; and fake news perceptions like self-efficacy and impacts. This study conducted an online survey to examine the proposed hypotheses and research questions. The findings suggest that consumers’ previous experiences and consumption motives are connected with their perceived effects and efficacy of fake news. In addition, different news sources (i.e. mainstream media and social media) exert diverse effects on fake news self-efficacy.

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ICA 2016: Sylvia Chan-Olmsted


Languages (1)

  • English