Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications Telecommunication professor and Media Consumer Research director, has received funding for an international joint project to create a Media Brand Trust Scale (MBTS).

The goals of the project are to develop, validate and disseminate a reliable and transnational trust scale for media brands as well as the development of a global trust monitor page that shows annual changes in the trust level of leading media companies in selected countries.

The MBTS will be available for use by both media brands and advertising companies for independent and objective brand equity tracking and to determine the effectiveness of advertising campaigns. Free access to the MBTS monitor will enable conscious, reflective consumption of digital media and promote media literacy on an individual level.

The three-year project is funded by the NORDAKADEMIE Foundation with additional support from the Helmut Schmidt University Hamburg.

Posted: December 2, 2020
Category: College News
Tagged as: Sylvia Chan-Olmsted