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Marketing #neurodiversity for well-being

Josephine Go Jefferies (Newcastle University Business School, Newcastle-upon-Tyne, UK)
Wasim Ahmed (Newcastle University Business School, Newcastle-upon-Tyne, UK)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 21 March 2022

Issue publication date: 19 August 2022




The purpose of this study is to develop a bottom-up segmentation of people affected by neurodiversity using Twitter data.


This exploratory study uses content analysis of information shared by Twitter users over a three-month period.


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.


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.



Go Jefferies, J. and Ahmed, W. (2022), "Marketing #neurodiversity for well-being", Journal of Consumer Marketing, Vol. 39 No. 6, pp. 632-648.



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