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Marketing #neurodiversity for well-being

Lookup NU author(s): Dr Josephine Go JefferiesORCiD, Dr Wasim Ahmed



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Publishing Limited, 2022.

For re-use rights please refer to the publisher's terms and conditions.


Purpose: To develop a bottom-up segmentation of people affected by neurodiversity using Twitter data. Design: 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.

Publication metadata

Author(s): Go Jefferies J, Ahmed W

Publication type: Article

Publication status: Published

Journal: Journal of Consumer Marketing

Year: 2022

Volume: 39

Issue: 6

Pages: 632-648

Print publication date: 19/08/2022

Online publication date: 21/03/2022

Acceptance date: 16/02/2022

Date deposited: 22/02/2022

ISSN (print): 0736-3761

ISSN (electronic): 2052-1200

Publisher: Emerald Publishing Limited


DOI: 10.1108/JCM-03-2021-4520

ePrints DOI: 10.57711/s8f1-jh40


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