Centering transgender consumers in conceptualizations of marketplace marginalization and digital spaces

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Abstract

The purpose of this study is to center transgender consumers in the conceptualizations between marketplace marginalization and digital spaces. We examine transgender crowdfunding as a hashtag-bounded digital space created by and for the transgender community–namely, the #TransCrowdFund digital space on Twitter. We draw on trans digital geographies as a novel analytical lens to focus attention on transgender consumers' unique experiences in and between digital spaces. Through qualitative hashtag mapping, we analyzed a sample of 200 Twitter profiles and accompanying tweets drawn from individuals using the #TransCrowdFund hashtag. Findings suggest transgender consumers utilize crowdfunding as a hashtag-bounded digital space in three ways: accessing networks, narrativizing needs, and signaling identity. Within each of these functional uses, underlying tensions arise in navigating transphobic marketplace marginalization, unique to transgender consumer well-being. Our research demonstrates the power of centering transgender consumers–both conceptually and contextually–in consumer research and offers implications for scholars and policy makers.

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APA

Hansman, B., & Drenten, J. (2023). Centering transgender consumers in conceptualizations of marketplace marginalization and digital spaces. Journal of Consumer Affairs. https://doi.org/10.1111/joca.12520

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