Exploring young voter engagement and journey mapping across political events

IF 2.4 4区 管理学 Q3 BUSINESS
M. Poorrezaei, C. Pich, G. Armannsdottir, I. Branco-Illodo, John Harvey
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引用次数: 0

Abstract

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.
探索年轻选民参与度和政治活动路线图
这项跨学科研究旨在从客户旅程的角度探索年轻选民的生活体验和参与度。为了实现这一点,本研究调查了各种政治事件(2015年英国大选、2016年英国-欧盟公投、2017年英国大选和未来选举)的选民参与之旅。作者通过对18-24岁年轻选民的现象学深入访谈收集数据。结果显示了不同的参与历程和接触点。特别是,研究结果表明:(1)年轻选民对政治并不冷漠,只要他们能够识别政治问题政策的个人影响(即粘性客户旅程);(2) “选民之旅”是动态的,导致了更强的参与度,但长期政党忠诚度有限;以及(3)选民使用多个接触点参与政治进程,结合媒体、选民主导的研究以及与个人网络和政治利益相关者的互动(在线和离线)。这项研究提出了选民参与和旅程映射框架,该框架为研究人员和从业者提供了一种机制,让他们能够进入选民旅程的隐藏世界,并定期探索政治事件中的参与程度。据我们所知,这是第一项在政治背景下考察客户旅程的研究,为政治竞选经理有效提高选民参与度提供了见解。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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