FACTORS AFFECTING THE POLITICAL PARTICIPATION BEHAVIOURS OF MIDDLE-CLASS CONSERVATIVE VOTERS: A RESEARCH ON GENERATION Y

Abstract

This study is believed to be of great importance to policymakers, political parties and academics as it provides valuable insights into the factors that motivate or hinder the political participation of conservative voters. The contribution of the study to the literature is its comprehensive analysis of the multifaceted factors that affect the political participation behaviour of conservative voters. In this context, the aim of the study is to determine the factors that affect the political participation behaviour of Gen Y voters who can be defined as middle-class conservative voters based on the discussions in the relevant literature. In this connection, Gen Y (born between 1980 and 1999) voters who have the right to vote and be elected in Turkey were included in the study. Furthermore, the study employed a mixed-method approach by combining quantitative survey data (n=433) with qualitative literature to provide a comprehensive analysis. As a result of the analyses, it was determined that the internet and social media are effective on the political participation behaviour of Gen Y voters. In addition to this, another important finding is that their education level is effective on their political participation and perceptions of digital marketing. These findings emphasize the need for political parties to develop customized communication strategies to increase the political participation of Gen Y voters and be more effective in digital communication.