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

This article examines the opportunities and risks specific to digital engagement due to the prolific number of people with multiple social media accounts.

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

Angeline Close Scheinbaum

The University of Texas

Editor's Note

Angeline Close Scheinbaum's research has focused on the relationships among consumer attitude, affect, cognition, intent, and behavior, particularly with regard to event sponsorship, which, she has suggested, deserves distinct models. The theories she tends to work with are in-affect transfer, resistance, cognitive schema, social identity, image transfer, and congruency domains. In this issue's Speaker's Box, Close Scheinbaum examines...

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