Young voters UK: engagement, disengagement and re-engagement?

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. ORCID: 0000-0003-3037-8760, 2018. Young voters UK: engagement, disengagement and re-engagement? In: 51st Academy of Marketing Conference 2018, University of Stirling, Stirling, Scotland, 2-5 July 2018.

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This study explores young voter behaviour in terms of engagement, disengagement and reengagement following the 2017 ‘snap’ UK General Election. This study builds on the work of Pich et al. (2017) who investigated how young voters engaged cognitively, emotionally and behaviourally with the 2016 UK-EU Referendum. Their findings revealed that young voter engagement is multi-faceted and varies enormously, particularly for behavioural engagement online. Although many respondents indicated that had voted in the 2016 EU Referendum they were uncertain to vote in future elections. This shift observed in young voters’ engagement highlights the need to understand in-depth 1) the underlying reasons for this engagement transition across different political events and 2) how current and future engagement relate to each other. Responding to this identified gap, this research aims to investigate why these young citizens were apathetic with the 2017-UK General Election however engaged with the 2016- EU Referendum. Semi-structured interviews were conducted June-July 2017. The sample comprised thirty respondents from the original Pich et al. (2017) study who voted in the 2016 EU Referendum yet highlighted uncertainty to vote in future elections. The findings have implications within and beyond the realms of political marketing.

Item Type: Conference contribution
Creators: Pich, C., Harvey, J., Armannsdottir, G., Poorrezaei, M. and Branco Illodo, I.
Date: June 2018
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 21 Nov 2018 13:23
Last Modified: 21 Nov 2018 13:24

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