At A Glance

Super Bowl Sunday is one of the biggest advertising days of the year and regularly draws one of the largest media audiences of any event – even viewers who aren’t sports fans. The impact of sports marketing, including advertising and sponsorship, is great both economically and culturally. As a marketing faculty member, Angeline Close Scheinbaum is a scholar of consumer behavior and integrated brand promotion with a focus in contexts of sport and e-commerce/social media. She is a widely respected, well-published pacesetter. Her work includes theoretical rigor and industry relevance and is used in many business schools and communication programs.


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.

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I got the idea of researching the role of alcohol sponsorships in sports by being a mom. I’m heavily involved in sports, and my family is too. At many of these events, they’re flashing beer ads all over the screens and so forth, and so I was wondering if and how these marketing exposures were going to have any effect on my children.

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    • Sports marketing
    • Advertising and integrated brand promotion/branding
    • Online consumer behavior/consumer psychology (e-commerce, social media)
    • Consumer behavior/consumer psychology

    Degrees, Institutions

    • Ph.D. business administration, University of Georgia, Terry College of Business
    • M.M.C. mass communication, University of Georgia, Grady College of Journalism & Mass Communication
    • A.B.J. journalism, University of Georgia, Grady College of Journalism & Mass Communication