Exploring young voter engagement and journey mapping across political events

Mojtaba Poorrezaei, Christopher Pich, Guja Armannsdottir, Ines Branco-Illodo, and John Harvey

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective.

Introduction

Despite it being emphasised that voters' experience is a key factor for political parties to win the elections (Pickard, 2019; Sloam & Henn, 2017), voter customer journeys, as an important pillar of this approach, has received little attention from scholars. Moving toward the strategic marketing era, scholars need to use customer journeys to understand a variety of contexts (Becker et al., 2020), including political marketing. Due to the high volatility of voters (Simons, 2016), the need to grasp how they engage with political events (e.g., Lees-Mashment, 2019) and their (dis)engagement with the political process (Pickart, 2019), exploring their voting...

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