Bio
With a background in marketing and experience in sports marketing, Scheinbaum’s research is broadly in consumer behavior with a focus in contexts of sport and e-commerce/social media. Within sport, she measures event sponsorships and their economic impacts, fanbase demographics and behavior, consumer brand perception and the role of event hospitality. She’s worked with sport events sponsored by automotive brands – Ford, Dodge, Volkswagen, Suzuki, Mazda and Lexus. Currently, she is working on the role of alcohol sponsorships in sports – how alcohol is being perceived by underage consumers and to what effect – and consumer gratitude toward sponsors of sport events.
Her related stream of consumer behavior research examines online consumer behavior, which entails e-commerce and social media. Her book, “The Dark Side of Social Media: A Consumer Psychology Perspective,” explores many psychology- and social media-related topics, which include cyberbullying, digital over-engagement and drama from a consumer’s viewpoint, and online brand protests, privacy issues and fraud from a brand or organization’s perspective. Currently, she is continuing work on consumer online shopping cart abandonment and online word-of-mouth.
Scheinbaum has co-authored numerous articles, book chapters and books. Her co-authored textbook, “Advertising and Integrated Brand Promotion,” was published in 2019 and has been adopted as a textbook in many business schools and communication programs.
Before joining Clemson, Scheinbaum was an associate director for research at the Center for Sports Communication & Media at the University of Texas at Austin, where she also served as associate professor in the Stan Richards School of Advertising & Public Relations. Before that, she served as an assistant professor at the University of Nevada Las Vegas and University of North Georgia. While pursuing her degrees, she studied abroad in France and Spain. In between her study abroad programs, she was an intern in the United States House of Representatives.
