Disability and 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 section, Digital Marketplace Accessibility, examines strategies for reducing the digital divide, including inclusive hiring practices and accessible platform development. The second section, 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 section, 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.

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.