Marketing #neurodiversity for well-being
ISSN: 0736-3761
Article publication date: 21 March 2022
Issue publication date: 19 August 2022
Abstract
Purpose
The purpose of this study is to develop a bottom-up segmentation of people affected by neurodiversity using Twitter data.
Design/methodology/approach
This exploratory study uses content analysis of information shared by Twitter users over a three-month period.
Findings
Cultural currents affect how the label of “neurodiversity” is perceived by individuals, marketplace actors and society. The extent to which neurodiversity provides a positive or negative alternative to stigmatizing labels for mental disorders is shaped by differentiated experiences of neurodiversity. The authors identify five neurodiversity segments according to identifiable concerns and contextual dynamics that affect mental wellbeing. Analyzing Twitter data enables a bottom-up typology of stigmatized groups toward improving market salience.
Originality/value
To the authors knowledge, this study is the first to investigate neurodiversity using Twitter data to segment stigmatized consumers into prospective customers from the bottom-up.
Keywords
Citation
Go Jefferies, J. and Ahmed, W. (2022), "Marketing #neurodiversity for well-being", Journal of Consumer Marketing, Vol. 39 No. 6, pp. 632-648. https://doi.org/10.1108/JCM-03-2021-4520
Publisher
:Emerald Publishing Limited
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