Angeline Close Scheinbaum

Digital Engagement: Opportunities and Risks for Sponsors: Consumer-Viewpoint and Practical Considerations For Marketing via Mobile and Digital Platforms

At the beginning of 2016, there were 2.3 billion consumers with active social media accounts, and, on average, these consumers each had five social media accounts.[1][1] Such pervasiveness points to a need for marketers to focus on engaging consumers on social media and other digital environments.

Event Word of Mouth: An Abstract

The objective is to propose and test a framework based on the psychological continuum model (PCM) that explains fans’ positive word of mouth for a sponsored event, taking the fans’ distance traveled to the event into consideration. For fans, the identification process is thought to be a mechanism driving fans to discuss a sponsored event.

Thankfulness and Hope as the Driving Emotions in Mommy Blogs: An Abstract

Women, as a market, are larger than both India and China combined, and yet many companies are not adequately understanding women (Silverstein & Sayre, 2009). This is especially true for working women. Approximately 57% of American women worked outside of the home in 2015; 24 million were mothers to at least one child under the age of 18 (U.S. Bureau of Labor Statistics, 2015, 2016). The idea that women who work outside the home face unique challenges compared to their male counterparts is frequently the subject of feminist theorizing. The concept of equality between the sexes is often cited in this context: from early movements to allow women into various professions to contemporary conceptions of breaking the glass ceiling and receiving equal pay for equal work (Evans, 1994; Hughes, 2002). Workplace gender equality has often been based on minimizing differences between the sexes by ensuring women are “equal” to men. As such it has been critiqued for denying women the space to express the unique challenges they often face that are different from men because this illuminates, rather than reduces, gendered differences (Smithson & Stokoe, 2005). It is crucial to understand their psychology.