Marketing #neurodiversity for well-being

Abstract

Purpose The purpose of this study is 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. The authors identify five neurodiversity segments according to identifiable concerns and contextual dynamics that affect mental wellbeing. Analyzing Twitter data enables a bottom-up typology of stigmatized groups toward improving market salience. Originality/value To the authors knowledge, this study is the first to investigate neurodiversity using Twitter data to segment stigmatized consumers into prospective customers from the bottom-up.