Dr. Lindsay McShane is an Associate Professor in Marketing at the Sprott School of Business. Within Lindsay’s research program, she works on variety of projects under two main operating streams: the first pertains to issues of social responsibility and ethical decision-making in consumer judgment. Here, she focuses on developing theory in the areas of consumers’ fairness judgments, corporate and consumer social responsibility, environmental labelling, consumer empowerment and accountability. In the second research area, Dr. McShane is developing a research program centered on the issue of digital brand engagement. She is using large scraped datasets from digital platforms (i.e., websites, Twitter and Facebook) paired with controlled experiments to examine questions regarding how content characteristics (e.g., emoji, hashtags, embedded media, deservingness claims) influence digital brand engagement. The aim is to create a big picture view to see how and why different message features affect consumer engagement.