Browsing by Author "Donavan, D. Todd, committee member"

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Open Access
Creating brand communities: a phenomenological study on media and the psychology of brand magic
(Colorado State University. Libraries, 2017) Goodwin, Jill Suzanne, author; Luft, Gregory N., advisor; Switzer, Jamie S., committee member; Sivakumar, Gayathri, committee member; Donavan, D. Todd, committee member
Understanding the complexities of the consumer-brand relationship is an ongoing area of study in multiple fields. Stemming from the notion that brands convey cultural meaning, brand community studies focus specifically on the process of meaning creation. The traditional focus of brand community research has been on social interaction. However, newer research points to the psychological formation of brand communities in the absence of social interaction. The psychological sense of brand community (PSBC) model was created to account for this newer area of research. Mental models are the cognitive model individuals form to interact with the world around them. Based in psychology, mental model research postulates that individuals must first be able to internally represent their external world in order to interact with it. Mental model theory provides a foundation for insight to the individual's reality of the brand community relationship at the social and psychological level. Thus, this study will use a qualitative phenomenological approach to elicit and explore the expressed mental models of members that self-identify with a brand community when exposed to branded media. In particular, this study centers around the Disney brand and how Disney's use of video advertisements activates PSBC among a loyal following. By using a brand exemplar to study this phenomenon, common themes of the consumer-brand relationship are revealed that give insight to the types of internal representations of external reality elicited by branded media exposure. By gaining a better understanding of the difference between psychological and social brand communities, media communication scholars can gain a deeper understanding of how the types of messages created for a brand can foster a sense of relationship with the brand.
Embargo
Prime Time tweets: a thematic analysis of Deion Sanders's tweets and social media's role in shaping the construction and perceptions of sports figure authenticity
(Colorado State University. Libraries, 2025) Singer, Mara F., author; Champ, Joseph, advisor; Donavan, D. Todd, committee member; Famulari, Umberto, committee member; Hoffman, K. Doug, committee member; Johnson, Emily, committee member
This dissertation explores the intersection of social media, personal branding, and fan perceptions of authenticity in the context of modern sports figures, focusing on the case of Deion 'Coach Prime' Sanders. Through two related studies, this research aims to better understand how Sanders leverages social media to build his personal brand and cultivate authentic connections with audiences. The first study employs focus groups and thematic analysis to examine how social media users perceive and construct Sanders's authenticity through his X (formerly Twitter) content. The second study conducts a qualitative thematic analysis of Sanders's X posts during his inaugural season as head football coach at the University of Colorado to identify authenticity management strategies. Ultimately framed by Actor-Network Theory, this research utilizes frameworks of perceived authenticity and authenticity management to provide a comprehensive understanding of the creation and reception of authenticity in sports figures' social media content. The findings offer insights into the factors influencing perceptions of sports figure authenticity on social media and the strategies employed to manage authentic self-presentation. This research contributes to digital sports media, personal branding, and fan engagement by addressing gaps in the literature regarding coaches' social media use and offering practical implications for sports organizations and figures aiming to build authentic connections with online audiences.