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Appears in Collections:Management, Work and Organisation Journal Articles
Peer Review Status: Refereed
Title: Marketing #neurodiversity for well-being
Author(s): Go Jefferies, Josephine
Ahmed, Wasim
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Keywords: neurodiversity
mental disorders
Issue Date: 21-Mar-2022
Date Deposited: 22-Feb-2022
Citation: Go Jefferies J & Ahmed W (2022) Marketing #neurodiversity for well-being. Journal of Consumer Marketing.
Abstract: Purpose – 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. We identify five neurodiversity segments according to identifiable concerns and contextual dynamics that affect mental well-being. Analysing Twitter data enables a bottom-up typology of stigmatized groups toward improving market salience. Originality – To our knowledge, this research is the first to investigate neurodiversity using Twitter data to segment stigmatized consumers into prospective customers from the bottom up.
DOI Link: 10.1108/JCM-03-2021-4520
Rights: Publisher policy allows this work to be made available in this repository. Published in Journal of Consumer Martketing by Emerald. Go Jefferies, J. and Ahmed, W. (2022), "Marketing #neurodiversity for well-being", Journal of Consumer Marketing, Vol. ahead-of-print No. ahead-of-print. The original publication is available at: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact
Notes: Output Status: Forthcoming/Available Online

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