Overview

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 part, Digital Marketplace Accessibility, examines strategies for reducing the digital divide, including inclusive hiring practices and accessible platform development. The second part, 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 part, 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. The final part, Poetic Epilogue, takes a poetic turn, offering an ecopoetic reflection on lived experiences of Alzheimer’s disease. 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.

Full Product Details

Author:   Jonatan Södergren ,  Niklas Vallström
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9781032690889

ISBN 10:   1032690887
Pages:   166
Publication Date:   13 June 2025
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Forthcoming
Availability:   Not yet available  
This item is yet to be released. You can pre-order this item and we will dispatch it to you upon its release.

Table of Contents

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

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Author Information

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.

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