Disability and Digital Marketing

1. Auflage 2025
ISBN: 978-1-032-69088-9
Verlag: Taylor & Francis Ltd

Buch, Englisch, 190 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 453 g

Reihe: Routledge Studies in Marketing

This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It offers practical and theoretical insights for academics, practitioners, and policymakers interested in marketing, communication, sociology, and public policy.

The first section, Digital Marketplace Accessibility, examines strategies for reducing the digital divide, including inclusive hiring practices and accessible platform development. The second section, Digital Representation, focuses on how people with disabilities are portrayed in digital media. It analyses topics such as aesthetics, influencer marketing, mental health advocacy, and neurodiversity. The third section, Digital Methodologies, highlights research approaches like netnography and offers reflections on methodological challenges when researching consumers with disabilities. Contributors discuss practices for conducting ethical and inclusive research involving people with disabilities, providing a roadmap for scholars.

This book encourages readers to reconsider disability as a complex and intersectional category. It inspires marketers, researchers, and advocates to adopt more inclusive and socially conscious marketing practices, ultimately contributing to a more equitable digital consumer culture.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Sodergren, Jonatan

Södergren, Jonatan

Vallstrom, Niklas

Vallström, Niklas

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziale Gruppen/Soziale Themen Invalidität, Krankheit und Abhängigkeit: Soziale Aspekte

Inhaltsverzeichnis

Introduction: Disability and Digital Marketing  Part I: Digital Marketplace Accessibility  1. Digital Divide for People with Disabilities: How Digital Marketers Can Develop Inclusivity  2. Inclusive Hiring: Harnessing Digital Interventions for Disability Inclusion  Part II: Digital Representation  3. We Belong to Something Beautiful: Expanding Aesthetic Citizenship  4. Scroll and Share: The Influence of TikTok Influencers on Disability Visibility, Inclusion, and Digital Marketing  5. The Bad-Faith Argument Behind the Use of Digital Marketing for Neurodiversity  6. Examining Content and Engagement Strategies of Mental Health Influencers on Instagram  Part III: Digital Methodologies  7. Netnography to Study People with Disabilities: An Interview with Robert V. Kozinets  8. Navigating Challenges and Opportunities: Methodological Reflections on Researching Consumers with Disabilities  Part IV: Poetic Epilogue  My Life on Earth

Über Autor(innen)

Jonatan Södergren teaches branding in Bristol, the home of Banksy, Long John Silver, and the other buccaneers in Treasure Island. His current research explores brands and cultural transformation.

Niklas Vallström is a Senior Lecturer in Marketing at Örebro University, Sweden. His research interests lie in consumer culture, marketing theory, and service marketing.