Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Marketing #neurodiversity for well-being

Marketing #neurodiversity for well-being The purpose of this study is to develop a bottom-up segmentation of people affected by neurodiversity using Twitter data.Design/methodology/approachThis exploratory study uses content analysis of information shared by Twitter users over a three-month period.FindingsCultural 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/valueTo 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Marketing #neurodiversity for well-being

Loading next page...
 
/lp/emerald-publishing/marketing-neurodiversity-for-well-being-wlqqCl1IaW

References (80)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
eISSN
0736-3761
DOI
10.1108/jcm-03-2021-4520
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to develop a bottom-up segmentation of people affected by neurodiversity using Twitter data.Design/methodology/approachThis exploratory study uses content analysis of information shared by Twitter users over a three-month period.FindingsCultural 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/valueTo 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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Aug 19, 2022

Keywords: Stigma; Segmentation; Transformative consumer research; Twitter; Wellbeing; Neurodiversity; Mental disorders

There are no references for this article.