Published Research
My research reflects my passion and curiosity in media psychology, social influence, digital consumer behavior, and fandom. My publications, appearing in respected journals such as The Journal of Sports Management, Societies, and Online Media and Global Communication, not only contribute to academic discourse but also offer practical insights for professionals in digital marketing, brand management, and sports communication.
This qualitative research explores the intersection of social media, personal branding, and perceived authenticity in sports figures, focusing on Deion Sanders’s digital presence as head football coach at the University of Colorado. Two interrelated studies examine how Sanders manages his authenticity on social media and how audiences perceive his authenticity.
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Singer, M. F., & Jones, O. E. (2025). Constructing Authenticity in Digital Landscapes: Deion Sanders’s Social Media Presence and Its Impact on Fan Perceptions. Societies, 15(5), 134. https://doi.org/10.3390/soc15050134
This study aims to investigate potential generational differences in fans’ perceptions of the authenticity of public sports figure influencers, utilizing a six-factor model of perceived authenticity. The research employed thematic analysis to explore how social media users who are sports fans construct perceptions of sports figure authenticity. This research recognizes the evolving nature of fan-athlete relationships in the context of growing digital influence, with implications for sports communication and athletes’ brand management strategies.
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Singer, M., Callendar, C. & Kantilal, S. (2025). Generational perspectives of sports figure authenticity: how age shapes fan perceptions of sports influencers in social media. Online Media and Global Communication. https://doi.org/10.1515/omgc-2025-0001
Fan socializing and BIRGing:
The impact of trait competitiveness on fan behaviors
This research investigates the intricate dynamics between trait competitiveness and sport fan behavior, examining its relationships with situational and surface traits associated with sport consumption. By advancing our understanding of competitiveness as a key influencer in sport participation and entertainment seeking, the study contributes to our understanding of what drives sport fans. Utilizing Mowen’s 3M model and the Big Five personality traits, we explore the influence of traits on competitiveness, predicting its impact on participation and entertainment seeking and fan socializing and basking in reflected glory. The findings unveil the role of competitiveness in shaping behaviors, indicating that competitive individuals actively seek and enjoy competitive and entertaining situations. The research illuminates the paths by which personality traits affect sport consumption behaviors, providing theoretical insights into the complex dynamics of competitiveness in the realm of sport.
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Donavan, D. T., Singer, M. F., & Carlson, B. D. (2024). Fan socializing and BIRGing: The impact of trait competitiveness on fan behaviors. Journal of Sport Management, 1(aop), 1-12.
Authenticity is a trait that is considered by both Gen Z and Millennials as an integral part of the social media influencer persuasive episode. This research uses thematic analysis to deconstruct how both Gen Z and Millennials develop their perceptions of social media influencer authenticity.
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Singer, M. F., Callendar, C., Ma, X. & Tham, S. (2023). Differences in perceived influencer authenticity: A comparison of Gen Z and Millennials’ definitions of influencer authenticity during the de-influencer movement. Online Media and Global Communication, 2(3), 351-378. https://doi.org/10.1515/omgc-2023-0038
Informing or influencing? A content analysis of wildlife feeding deterrence message in U.S. national park communication.
United States (U.S.) national parks utilize various forms of media to deter the visitors from feeding wildlife. Understanding communication strategies used within these media is important for evaluating message efficacy yet remains understudied. In this study, we examined the presence and frequency of rational, emotional (i.e., responsibility, fear, guilt, shame, humor, pride, anger, kinship), and normative (subjective, descriptive, prescriptive, personal, and proscriptive norms) appeals, along with the framing of feeding consequences (e.g., wildlife or visitor health and safety) and behavior (i.e., preventative versus promotion) through a content analysis of materials used to communicate with visitors (N = 232) from nine U.S. national parks. We found that many materials mirrored the traditional ethic of interpretation and park stewardship with responsibility and rational appeals and wildlife centered messaging. Based on these findings, practitioners are encouraged to explore integrating messages personalized to visitor experience into current strategy and testing efficacy of current strategies.​
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Foerster, T., Chalgren, L., Abrams, K., Bice, C., Singer, M.F. (accepted 2025). Informing or influencing? A content analysis of wildlife feeding deterrence messages in U.S. national park communications. Journal of Interpretation Research.
