2025/08/01 by Mara F. Singer, Chaz L. Callendar, Sheetal Kantilal · 7 voices
Arts and Humanities · Social Sciences · #Digital Marketing and Social Media #Media Influence and Health #Sports, Gender, and Society
paper · pdf · doi:10.1515/omgc-2025-0001
openalex publication_date 2025/08/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/17
Abstract Purpose 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. Design/Methodology The study employed eight focus groups comprising 42 participants from four generations: Baby Boomers, Gen X, Millennials, and Gen Z. Participants were screened to ensure they used social media and were sports fans. These focus groups were used to deconstruct and analyze participants’ perceptions of sports influencer authenticity across different age cohorts. Findings The research revealed distinct patterns in perceptions of sports influencer authenticity across generations, showing that Gen Z strongly emphasizes connectedness and accuracy, Millennials prioritize integrity, Gen X considers multiple factors, and Baby Boomers look for integrity and proficiency. An inverse relationship between the importance placed on accuracy and humility across generations was also observed. Practical Implications The findings suggest the need for a nuanced, generationally aware approach to authenticity in sports communication and endorsements. This has significant implications for sports marketing strategies and athletes’ brand management, particularly as public sports figures are increasingly considered social media influencers. Marketers and athletes may need to tailor their communication and branding strategies to resonate with different generational cohorts based on their varying perceptions of authenticity. Originality/Value This study advances the existing understanding of authenticity perceptions in sports figures across generations. By applying a six-factor model of authenticity and revealing generational differences, it provides valuable insights for both academic research and practical applications in sports communication and athlete brand management. The research highlights the importance of considering generational perspectives when developing strategies for authentic engagement between sports figures and their fans in the digital age.