Disability and digital marketing

• Other Authors: Södergren, Jonatan (Editor), Vallström, Niklas (Editor)
• Format: Electronic eBook
• Language: English
• Published: Oxford : Routledge, [2025]
• Series: Routledge studies in marketing.
• Subjects: Internet marketing.; People with disabilities > Effect of technological innovations on.; Technological innovations > Marketing.; elektronické knihy; electronic books
• ISBN: 9781032691664; 1032691662; 9781040377963; 1040377963; 9781040377956; 1040377955; 9781032690889
• Physical Description: 1 online resource : illustrations.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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.