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

Dawn McAra-Hunter; Emma Reid

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

Dawn McAra-Hunter^*, Emma Reid

^*Corresponding author for this work

School of Business and Creative Industries

Research output: Contribution to conference › Paper

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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.

Original language	English
Publication status	Published - 26 Jun 2024
Event	Gender, Markets, and Consumers Conference 2024: Queer(y)ing consumption – disorienting dualities & hierarchies of power - University of Edinburgh, Edinburgh, United Kingdom Duration: 26 Jun 2024 → 28 Jun 2024 https://genmac.co/2024-gender-markets-and-consumer-genmac-conference/

Conference

Conference	Gender, Markets, and Consumers Conference 2024
Abbreviated title	GENMAC2024
Country/Territory	United Kingdom
City	Edinburgh
Period	26/06/24 → 28/06/24
Internet address	https://genmac.co/2024-gender-markets-and-consumer-genmac-conference/

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2024 03 08 McAra-Hunter et al Queer acceptedAccepted author manuscript, 190 KB

Cite this

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

Abstract

Conference

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