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

Dawn McAra-Hunter*, Emma Reid

*Corresponding author for this work

Research output: Contribution to conferencePaper

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 languageEnglish
Publication statusAccepted/In press - 8 Mar 2024
EventGender, Markets, and Consumers Conference 2024: Queer(y)ing consumption – disorienting dualities & hierarchies of power - University of Edinburgh, Edinburgh, United Kingdom
Duration: 26 Jun 202428 Jun 2024
https://genmac.co/2024-gender-markets-and-consumer-genmac-conference/

Conference

ConferenceGender, Markets, and Consumers Conference 2024
Abbreviated titleGENMAC2024
Country/TerritoryUnited Kingdom
CityEdinburgh
Period26/06/2428/06/24
Internet address

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