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Political parties' use of web based marketing: some preliminary findings relating to first-time voters in the 2005 general election

Drummond, Graeme (2006) Political parties' use of web based marketing: some preliminary findings relating to first-time voters in the 2005 general election. International Journal of Nonprofit and Voluntary Sector Marketing, 11 (3). pp. 181-191. ISSN 1465-4520

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Abstract/Description

This paper examines the marketing of political parties, via websites, in the 2005 UK general election with specific reference to first-time voters (age 18–24). Common perception views young voters as predominantly politically apathetic and less likely to vote than older generations. However, research literature suggests given the right message and medium, the group will engage in the political process. Could the Internet provide a path to engaging younger voters and will websites become a key marketing vehicle for political parties?

Young voters were asked to review political party websites using an extended web assessment method (EWAM), which is an evaluation tool created to determine both the importance and presence of website evaluation criteria. Preliminary research suggests that respondents felt the Internet had a significant role to play in the election process and marketing of campaign messages. However, while political parties scored well in relation to the technical/software aspects of website design, participants felt website material had little appeal and were ineffective in influencing voter intent.

Item Type: Article
Print ISSN: 1465-4520
Uncontrolled Keywords: Political parties; marketing; websites; young voters; general election;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 5003
Depositing User: Mrs Lyn Gibson
Date Deposited: 23 Feb 2012 11:09
Last Modified: 23 Feb 2012 11:09
URI: http://researchrepository.napier.ac.uk/id/eprint/5003

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