Marketing Brexit: investigating young voter engagement with the EU Referendum

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Pich, C. ORCID: 0000-0003-1259-2827, Harvey, J. ORCID: 0000-0003-4911-6189, Armannsdottir, G. ORCID: 0000-0001-5458-8434, Poorrezaei, M. ORCID: 0000-0002-0725-3209 and Branco-Illodo, I., 2018. Marketing Brexit: investigating young voter engagement with the EU Referendum. International Journal of Market Research. ISSN 1470-7853

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Official URL: http://doi.org/10.1177/1470785318793260

Abstract

This paper presents a study of young voter engagement in relation to the EU referendum – a democratic vote on the United Kingdom's membership of the European Union. Using the marketing concept of engagement we examine how young voters engaged cognitively, emotionally and behaviourally with the referendum and its associated campaigns. A mixed method study combining multiple-phase questionnaires, longitudinal social network analysis of Twitter and sentiment analysis provides a rich empirical description of young voter engagement. The findings reveal that young voter engagement is multi-faceted and varies enormously across our sample, particularly for behavioural engagement online. We subsequently question the analytical relevance of the engagement construct for political marketing before then developing a typology to classify young voters according to the variance and extent of their specific engagement profile, which we define as 'Prototypical Engagement Personae'. We conclude the paper by presenting an agenda for future research on young voter engagement.

Item Type:

Journal article

Publication Title:

International Journal of Market Research

Creators:

Pich, C., Harvey, J., Armannsdottir, G., Poorrezaei, M. and Branco-Illodo, I.

Publisher:

Sage

Date:

3 September 2018

ISSN:

1470-7853