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Disability and Digital Marketing book cover

1st Edition

Disability and Digital Marketing

Edited By Jonatan Södergren, Niklas Vallström Copyright 2025
178 Pages 1 B/W Illustrations
by Routledge

178 Pages 1 B/W Illustrations
by Routledge
Also available as eBook on:
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... Read more

Introduction: Disability and Digital Marketing

Hilary Downey

Part I - Digital Marketplace Accessibility

1. Digital Divide for People with Disabilities: How Digital Marketers Can Develop Inclusivity

Carolyn Wilson-Nash

2. Inclusive Hiring: Harnessing Digital Interventions for Disability Inclusion

Özgün Imre and Elin Thygesen

Part II - Digital Representation

3. We Belong to Something Beautiful: Expanding Aesthetic Citizenship

Jordan Foster and David Pettinicchio

4. Scroll and Share: The Influence of TikTok Influencers on Disability Visibility, Inclusion, and Digital Marketing

Jessica Wythe

5. The Bad-Faith Argument Behind the Use of Digital Marketing for Neurodiversity

Josephine Go Jefferies

6. Examining Content and Engagement Strategies of Mental Health Influencers on Instagram

Sanga Song, Michelle Chen and Claire Whang

Part III - Digital Methodologies

7. Netnography to Study People with Disabilities: An Interview with Robert V. Kozinets

Jonatan Södergren and Niklas Vallström

8. Navigating Challenges and Opportunities: Methodological Reflections on Researching Consumers with Disabilities

Anthony Beudaert and Jean-Philippe Nau

Part IV - Poetic Epilogue

My Life on Earth

Jennifer Takhar

Biography

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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