...Amelie Burgess; Dean Charles Hugh Wilkie; Rebecca Dolan Purpose In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores...

... of such approaches, outline the effects on audience connectedness and establish a future research agenda. Design/methodology/approach This conceptual paper draws on critical theory and practical exemplars to present a conceptualisation of BATD. Findings Using two determinants, depth of diversity integration...