Work

Courting the queer consumer:authenticity and accountability in purpose driven marketing

Year: 2024

Type: conference-paper

Abstract: This paper examines the phenomenon of LGBTQ+ directed purpose-driven marketing, scrutinising its impact, authenticity, and intersectionality through TikTok data. It highlights consumer activism, boycotts, and the challenges of commodification while advocating for inclusive and ethical marketing strategies respecting diverse identities and global movements.

Source: The UWS Academic Portal (University of the West of Scotland)

Authors: McAra-Hunter, Dawn, Reid, Emma; id_orcid 0000-0002-6686-590X

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: green

OpenAlex ID: W7018229330

FWCI:

Cites: 13

Cited by:

Related to: 10