Marketing Brexit : an exploratory study of young voter engagement in relation to the EU referendum

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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
Divisions: Faculty of Social Sciences > Warwick Business School > Marketing Group
Faculty of Social Sciences > Warwick Business School
Journal or Publication Title: International Journal of Market Research
Publisher: Sage
ISSN: 1470-7853
Official Date: November 2018
Dates:
Date
Event
November 2018
Published
3 September 2018
Available
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:
URI: https://wrap.warwick.ac.uk/180511/

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