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This study aims to specifically focus on the lower-involvement young adult voters within the Australian compulsory voting context. It explores voters’ political decision-making by considering the influence of the consumer behaviour theory of involvement.

A thematic analysis was conducted to analyse the interviews within the two research questions: information seeking and decision-making.

Key themes within information seeking are the reach of the information available, the frequency of the information presented, the creativity of the message and one-way versus two-way communication. Key themes within evaluation are promise keeping/trust, achievements or performance and policies. Lower-involvement decision-making has the potential to be a habitual, limited evaluation decision. However, issues of trust, performance and policies may encourage evaluation, thereby reducing the chances of habitually voting for the same party as before.

This new area of research has implications for the application of marketing for organisations and political marketing theory. Considering voting decision-making as a lower-involvement decision has implications for assisting the creation and adaptation of strategies to focus on this group of the population.

The compulsory voting environment creates a unique situation to study lower-involvement decision-making, as these young adults are less likely to opt out of the voting process. Previous research in political marketing has not specifically explored the application of involvement to young adult voting within a compulsory voting environment.

The purpose of this paper is to focus on the political attitudes, experiences, and habits of young adults in the USA, with particular focus on their voting habits. Since young adults are just beyond Kindergarten-12 (K-12) schooling they are the voting segment arguably most affected by this experience, and their political habits and attitudes inform educational policy and practice. The concern under focus is that studies have found that this group votes at low rates, especially during mid-term elections (just 22 percent of citizens ages 18-29 voted in the 2014 elections).

Relevant theoretical and empirical research on these topics were reviewed and interviews were conducted with 40 young adults. They were asked to reflect on their childhood, adolescent, and adult familial, social, and academic experiences; their voting habits throughout their lives; and their interpretations of factors that encouraged or discouraged their habits and dispositions toward citizenship.

The majority of participants reported that they did not vote in the 2014 mid-term elections and provided a range of reasons why they did not vote. Many participants also reported a reluctance to discuss politics with family members and friends.

Building on theories regarding the role of voter turnout for democracy and juxtaposing them with competing theories of neoliberalism and individualism, and in light of the struggles for suffrage and against voter suppression in the USA, this paper argues educators can take action to better prepare young adults for participation in electoral politics.

The purpose of this paper is to examine the determinants that influence students’ decision-making and satisfaction in campus e-voting, and to investigate the moderating effect on students’ decision-making and satisfaction in campus e-voting between students with different levels of trust in the system.

This study employed a quantitative method and applied the use of self-administered questionnaires among university students who have at least experienced once in casting votes electronically in the past year during the campus e-voting period. The data were analysed using partial least square-structural equation modelling (PLS-SEM) approach.

The PLS-SEM approach revealed that voters’ commitment to vote was the strongest determinant of students’ decision-making and satisfaction in campus e-voting. Voters’ high satisfaction with campus e-voting was based on the commitment and requirement of students of the university to vote. Compulsory voting was not a hassle for them in order to achieve campus development and sustainability. A moderation analysis revealed that the relative influence of commitment to vote on students’ satisfaction in campus e-voting was higher in the group with medium level of trust than among the group with high level of trust.

The election commission of the university and the university management should increase students’ turnout and commitment to vote during campus e-voting by outlining effective marketing strategies, campaigns and promotions across a number of digital platforms, including mobile SNS. They need to ensure that voters can sense their involvement is warranted and will continue to vote electronically in the next campus election.

The research yielded an exclusive perspective into students’ decision-making and satisfaction in campus e-voting. It also uncovered the influence of moderating effect of trust in the system in developing countries which is marginally concealed in the literature. The measurements produced can be used as a research tool for more exploratory and explanatory research related to political marketing among young adult voters.

The purpose of this paper is to explore older people’s food consumption experiences. Specifically, the paper seeks to provide understanding on the influence of food intake on consumer vulnerability and how this manifests within people’s lives.

The study adopts an interpretive, exploratory approach, using in-depth interviews with 20 older consumers in the UK. Thematic analysis is conducted, establishing patterns and contradictions with the data.

The findings demonstrate how biological, psychological and social age-related changes can contribute to reduced food intake in later life. The loss of control over one’s consumption experiences as a result of inappropriate portion sizes acts as a source of both immediate and future vulnerability. Resultant food wastage can serve as an immediate reminder of negative associates with ageing, while the accumulative effect of sustained under-consumption contributes to increased frailty. As a result, consumer vulnerability can pervade other contexts of an individual’s life.

The research reveals opportunities for firms to use packaging development to reduce experiences of consumer vulnerability through reduced apportionment of packaged food products. However, this needs to be considered within a multi-demographic marketplace.

This paper contributes to literature by providing a unique lens with which to understand consumer vulnerability. The findings offer a developmental perspective on the experience of consumer vulnerability, revealing the stages of proximate, immediate, intermediate and ultimate vulnerability. This perspective has the potential to offer more detailed, nuanced insights into vulnerability in other contexts beyond food consumption.

This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the mediating role political efficacy plays in enhancing the relationship.

With a positivist mindset, and adopting the survey strategy, data gathered from the questionnaire administered from the sampled 320 young voters (18-29 years) in Greater Accra were quantitatively analyzed. An exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model.

The study revealed that a political party or candidate’s ability to achieve political participation from Ghanaian young voters’ is dependent on how effective they build customer relationship or gaining visibility through social media. In addition, the study showed that political efficacy mediates the relationship between customer relationship building or gaining visibility through social media and political participation among Ghana young voters. Thus, young voters in Ghana must see themselves to have a say in the affairs of political parties through the political messages they gather from social media platforms to enhance their political participation activities.

The results of this paper will enable political marketers and politicians not only in Ghana but across the globe, to better understand how social media as a communication tool could be used to positively influence users’ political participation.

Considering the uniqueness of this study in a Ghanaian context, this paper is the first of its kind to use the social capital theory in examining the mediating role political efficacy plays in enhancing the relationship between political marketing on social media and young voters’ political participation.

Using an ecological model of child participation and drawing on newsletter data from schools across the United States of America (USA), this chapter statistically explores five state factors linked with school protests against gun violence: (1) children’s neighbourhood opportunity; (2) race/ethnicity; (3) voter preference for either a Republican or a Democratic president; (4) child participation policies; and (5) gun laws/violence/ownership. The chapter explores factors linked to both student participation in protests and student nonparticipation in protests that take place at their schools. Three factors were found to be associated with participation and nonparticipation: children’s neighbourhood opportunity, voters’ preference, and participation policies. Findings suggest that Democratic-voting states, mediated by education opportunity, predict the frequency of student protests against gun violence. In Republican-voting states, where education opportunity does not mediate the frequency of school protests, students still organised and participated in protests but to a lesser extent. In addition, states with high overall children’s neighbourhood opportunity and voting student education board members are highly likely to have non-protesting students in schools with protests. The chapter presents five conclusions from these results for the positive and negative exercise of child participation rights and considers what further multilevel explorations can be done to further test the framework employed for this analysis.

The growth in popularity of new media has led some television networks in the United States to experiment with alternative forms of political debate by encouraging viewers of all ages to submit video questions to political candidates. Surprisingly, however, experimentation with this new type of debate format in the 2008 U.S. presidential election cycle did not lead to the adoption of new debate formats in the subsequent 2012 election cycle, despite its success with viewing audiences. This study examines various debate formats to understand the value of participatory, user-generated debate question formats versus more traditional debate question formats whereby moderators or live audience members ask presidential candidates scripted questions.

Using a between-subjects experiment, this study examines four types of televised debate formats to assess young adult viewers’ impressions of each format as well as image perceptions of a political candidate and the individual posing the debate question.

The findings suggest debate formats impact perceptions of a political candidate’s image differently for young men and young women. In addition, varying the debate format impacts young voters’ perceptions of debate questioners as well as their overall perceptions of the debate. Implications for viewing audiences are discussed.

U.S. presidential candidates should embrace presidential debate formats that encourage citizens to participate in the political process via new media technologies.

This study shows implementing more engaging and interactive presidential debate formats can positively impact young voters’ perceptions.

This paper examines whether new media can address low levels of political engagement among youth. This paper reports the results of an experiment conducted in 2010 and 2011 where a random sample of participants were exposed to a variety of online news sources. The experiment is unique in recognizing the varied ways in which online news is accessed and acquired by users, including through social networks, and in assessing how different news stories affect political interest. Interest in local politics was higher for youth who were exposed to a variety of online news sources as opposed to those youth who were not exposed to these sources. In addition, use of online news increased political interest, controlling for prior levels of political interest. The results affirm the potential of online news sources to stimulate youth’s interest and engagement in politics.

To identify the factors that influence adoption of e‐voting services by citizens between the ages of 18‐24.

This study uses Carter and Belanger's (2005) model of e‐government adoption to assess young voters' intention to use an online voting system. The study integrates constructs from technology acceptance, diffusion of innovation, and web trust models. A survey is administered to 208 young voters. The data is analyzed using multiple regression analysis.

Results indicate that user perceptions of compatibility, usefulness, and trust significantly impact their intention to use an electronic‐voting system. The model explains 76 percent of the variance in young voters' intention to use an e‐voting system.

The study only explores the perceptions of one age group. Future studies could use the model to access adoption perceptions of a more diverse pool of citizens.

Government agencies should emphasize the benefits of this electronic service to young voters. If marketed properly, the convenience and compatibility of e‐voting may be influential enough to motivate this normally apathetic demographic to participate in the election process.

This study explores adoption of internet voting by young citizens. An understanding of the factors that influence this demographics' intention to use e‐voting systems can be used to increase voter participation. The findings of this study also lay the foundation for future studies on e‐voting adoption.

This paper aimed to focus on political marketing and utilised a number of projective techniques to explore the UK Conservative Party’s “brand image” amongst young adults aged 18-24 years. There is little guidance in the extant literature regarding projective technique analysis. Furthermore, there are explicit calls for insight and more understanding into the analytical process. Responding to this identified gap in the literature, this paper provides an illustrative guide that can be used to analyse and interpret findings generated from qualitative projective techniques.

This paper opted for an exploratory study using focus group discussions, combined with qualitative projective techniques. Eight two-hour focus group discussions were conducted with 46 young citizens aged 18-24 years from three locations in England. Focus groups were conducted prior to the 2010 UK General Election. The data from the projective techniques were thematically analysed by the researcher.

This research provides insight into the broad process used to analyse and interpret the qualitative projective expressions in relation to the UK Conservative Party’s brand image from the perspective of young adults. Furthermore, this paper highlights that projective techniques can provide an insight into underlying feelings and deep-seated attitudes towards political parties, candidates and the positive and negative aspects of brand image.

Several limitations became apparent at the end of this study. As this is a qualitative study, findings cannot be generalisable to the wider population. Additionally, it is important to note that the researcher had limited experience of conducting focus group discussions combined with projective techniques, and this can be considered a limitation. Nevertheless, the researcher did attend professional “effective depth interviewing” training delivered by the “Marketing Research Society” before data collection. This goes some way in addressing this limitation.

This paper provides an illustrative guide and insight into the analytical process that can be used to analyse and interpret findings generated from qualitative projective techniques. This can be used by academics with little experience of projective techniques. Furthermore, this framework may be useful for practitioners such as marketers, political parties and candidates to explore and analyse the external image of other political brands. The elicitation ability of qualitative projective techniques facilitates greater expressive insight that may remain hidden if traditional direct data collection tools such as interviews and questionnaires are used.

This paper provides some understanding into how to analyse subjective meaning such as feelings, attitudes, perceptions and associations revealed through projective techniques. Furthermore, projective techniques can provide access to the private conscious and unconscious inner-world of the participant. They allow respondents to express themselves with greater detail and discussion compared with direct questioning. This research, therefore, presents greater insight in managing and analysing expressions generated from this non-intrusive approach that can encourage open disclosure with less hesitancy, verbally less demanding and suitable to overcome emotional, language and cultural barriers.

This paper adds to the under-researched and undefined practice of analysing projective expressions by providing an illustrative process to interpret and understand insight generated from qualitative projective techniques. Thus, answers the explicit calls for detailed guidance in this area of research. This was achieved by critically reviewing and adapting the approaches taken by Boddy, 2005, Butler-Kisber, 2010 and Hofstede et al., 2007 and incorporating them into a pragmatic systematic framework. This research could be used as a foundation for future studies and a point of reference for people with limited knowledge of projective technique analysis.