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Engaging Young Voters in the Political Process: A Conceptual Analysis
Abstract
The aim of this chapter is to analyse young voter engagement in modern Western democracies. Why young voters? Young voters are disengaged from the political process. In order to complete the analysis, the author adapts an engagement model from social media marketing. The adapted model consists of three parts: consumption, contribution, and (co) creation of brand related materials. The author hypothesises that each aspect of the model is related to the other and that all three aspects of the model are positively related to loyalty to the political party brand. The aim of this conceptual adaptation is to investigate a new way to re-engage young voters with the political party brand, thereby strengthening one pillar of modern democracy.
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