Marketing #neurodiversity for well-being

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.