Exploring young voter engagement and journey mapping across political events

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, present investigates voter with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 Election future elections). The authors collected data via phenomenological in-depth interviews 18–24 years. results show different journeys touchpoints. In particular, findings reveal that (1) were not apathetic politics as long they could identify personal impact issues-policies (i.e., sticky journey); (2) ‘voter journey’ is dynamic resulting in stronger yet limited long-term party loyalty; (3) used multiple touchpoints engage process combining media, voter-led research interactions networks stakeholders (online off-line). puts forward mapping framework which represents mechanism for researchers practitioners gain access into hidden world periodically levels across events. our knowledge, this first examining context provides insights campaign managers effectively improve voters’ engagement.