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

Sylvia Chan-Olmsted Sylvia Chan-Olmsted

Professor/Director | University of Florida

Gainesville, FL, UNITED STATES

Sylvia Chan-Olmsted researches cross-platform media consumption and AI applications in media and marketing communications.


Sylvia Chan-Olmsted is a professor in the College of Journalism and Communications. Her research expertise includes digital, mobile and 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. Sylvia's current studies involve audience engagement, media brand trust measurement, and AI personalization/business adoption. Sylvia 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 (4)

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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Articles (4)

The effect of news consumption on fake news efficacy

Journal of Applied Journalism & Media Studies

Sylvia Chan-Olmsted and Yufan Sunny Qin


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.

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

Journal of Brand Strategy

Sylvia M Chan-Olmsted and Yufan Sunny Qin


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.

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Understanding podcast users: Consumption motives and behaviors

New Media & Society

Sylvia Chan-Olmsted and Rang Wang


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.

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

Journalism & Mass Communication Quarterly

Hun Kim, et al.


This study investigates the factors affecting the cord-cutting behavior of media consumers.

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ICA 2016: Sylvia Chan-Olmsted


Languages (1)

  • English