Mara Singer

Dr. Mara Singer bridges theory and practice with enthusiasm and expertise, bringing the digital consumer world to life in university classrooms. As a faculty member specializing in the intersection of business, technology, and communication, Dr. Singer is passionate about helping students decode the fascinating world of digital consumer behavior and generational perspectives.

Her courses are designed to challenge students while providing real-world context. Having spent 15+ years as a marketing and strategic communication professional across technology, finance, and media sectors before joining academia, Dr. Singer connects theoretical concepts to practical applications.

Dr. Singer is always on the lookout for research collaborations, industry partnerships, and fresh perspectives from her students. 

Academic Interests:

Generational differences, brand communities, digital consumer behavior, social impact of sports, and authenticity.

Her recent publications include:

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(134), 1–35. https://doi.org/10.3390/soc15050134

Singer, M. F., Callendar, C. L., Ma, X., & Tham, S. M. (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

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, 39(1), 14-27.

Singer, M. (2024, November 25). New research shows that from Boomers to Zoomers, authenticity matters. Schaefer Marketing Solutions: We Help Businesses {grow}. https://businessesgrow.com/2024/11/25/authenticity-3/