Constructing Authenticity in Digital Landscapes: Deion Sanders’s Social Media Presence and Its Impact on Fan Perceptions

Mara F. Singer () and Olivia E. Jones
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Mara F. Singer: Department of Management, G. Brint Ryan College of Business, University of North Texas, Denton, TX 76203, USA
Olivia E. Jones: Journalism and Media Communication, College of Liberal Arts, Clark C Building, Colorado State University, Fort Collins, CO 80521, USA

Societies, 2025, vol. 15, issue 5, 1-35

Abstract: 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. Study 1 employs a six-factor framework applied to eight focus groups to understand what factors social media audiences consider most important in developing Sanders’s perceived authenticity as a digital content creator. Study 2 utilizes a two-factor model of authenticity management to examine Sanders’s personal social media content during his inaugural season as CU’s head coach. The research incorporates a spatial perspective from sport sociology. This approach examines how Sanders’s social media activity creates and shapes virtual spaces where interaction and identity formation occur. Findings reveal that while Sanders is generally perceived as authentic, digital charisma emerged as the most significant factor in constructing his perceived authenticity. The study contributes to understanding the evolving nature of authenticity in digital spaces and the role of digital charisma in personal branding for public figures balancing multiple roles.

Keywords: social media; authenticity; digital charisma; sports figures; personal branding; qualitative (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2025
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