Disability and Digital Marketing

This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It inspires marketers, researchers, and advocates to adopt more inclusive and socially conscious marketing practices.

List 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

About the author

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.

Product details

• Authors: Jonatan Vallstrom Sodergren
• Assisted by: Jonatan Södergren (Editor), Niklas Vallström (Editor)
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 13.06.2025
• EAN: 9781032690889
• ISBN: 978-1-0-3269088-9
• No. of pages: 166
• Series: Routledge Studies in Marketing
• Subjects: Humanities, art, music > Education > Social education, social work; Social sciences, law, business > Sociology; Sociology, Business & Economics / General, Market research, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, SOCIAL SCIENCE / People with Disabilities, Sales & marketing management, Disability: social aspects, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Sales and marketing management