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Disability and Digital Marketing by Jonatan Södergren

Disability and Digital Marketing

by Jonatan Södergren , Niklas Vallström
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Book cover type: Hardcover
  • ISBN13: 9781032690889
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 166
  • Original Price: GBP 171.99
  • Language: English
  • Edition: 1
  • Item Weight: 427 grams
  • BISAC Subject(s): E-Commerce / Digital Marketing

This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It offers practical and theoretical insights for academics, practitioners, and policymakers interested in marketing, communication, sociology, and public policy.

The first part, Digital Marketplace Accessibility, examines strategies for reducing the digital divide, including inclusive hiring practices and accessible platform development. The second part, Digital Representation, focuses on how people with disabilities are portrayed in digital media. It analyses topics such as aesthetics, influencer marketing, mental health advocacy, and neurodiversity. The third part, Digital Methodologies, highlights research approaches like netnography and offers reflections on methodological challenges when researching consumers with disabilities. Contributors discuss practices for conducting ethical and inclusive research involving people with disabilities, providing a roadmap for scholars. The final part, Poetic Epilogue, takes a poetic turn, offering an ecopoetic reflection on lived experiences of Alzheimer's disease.

This book encourages readers to reconsider disability as a complex and intersectional category. It inspires marketers, researchers, and advocates to adopt more inclusive and socially conscious marketing practices, ultimately contributing to a more equitable digital consumer culture.

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.

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