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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.
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
URL: https://doi.org/10.1108/JCM-03-2021-4520
DOI: 10.1108/JCM-03-2021-4520
ePrints DOI: 10.57711/s8f1-jh40
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