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

Drummond, Graeme

Abstract

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.

Citation

Drummond, G. (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, 181-191. https://doi.org/10.1002/nvsm.23

• Journal Article Type: Article
• Publication Date: 2006-08
• Deposit Date: Feb 23, 2012
• Print ISSN: 1465-4520
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 11
• Pages: 181-191
• DOI: https://doi.org/10.1002/nvsm.23
• Keywords: Political parties; marketing; websites; young voters; general election
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/5003
• Publisher URL: http://dx.doi.org/10.1002/nvsm.23