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Marketing Brexit : an exploratory study of young voter engagement in relation to the EU referendum
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Pich, Christopher, Harvey, John, Armannsdottir, Guja, Poorrezaei, Mojtaba, Branco-Illodo, Ines and Kincaid, Andrew (2018) Marketing Brexit : an exploratory study of young voter engagement in relation to the EU referendum. International Journal of Market Research, 60 (6). pp. 589-610. doi:10.1177/1470785318793260 ISSN 1470-7853.
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Official URL: https://doi.org/10.1177/1470785318793260
Abstract
This article 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 behaviorally 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 behavioral engagement online. We subsequently question the analytical relevance of the engagement construct for political marketing before developing a typology to classify young voters according to the variance and extent of their specific engagement profile, which we define as “Prototypical Engagement Persona.” We conclude the article by presenting an agenda for future research on young voter engagement.
| Item Type: | Journal Article | ||||||
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| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | International Journal of Market Research | ||||||
| Publisher: | Sage | ||||||
| ISSN: | 1470-7853 | ||||||
| Official Date: | November 2018 | ||||||
| Dates: |
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| Volume: | 60 | ||||||
| Number: | 6 | ||||||
| Page Range: | pp. 589-610 | ||||||
| DOI: | 10.1177/1470785318793260 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | Published | ||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||
| Date of first compliant deposit: | 27 October 2023 | ||||||
| Related URLs: |
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