Over the last three decades, there has been a downward trend in voter turnout, especially among young people. This is due to a number of factors that have been studied for several decades by researchers in various fields, both in the political and marketing spheres. The aim of this thesis was to determine the impact of these three factors on young people's participation or intention to participate in elections. Through an analysis of various authors working and researching on this topic, we have highlighted three factors. These are the perception or image that individuals have of politicians and political parties, social networks and the use of these channels by young people to inform and interact with politicians and parties, and broader political participation such as protests, boycotts, petition signing, party membership, etc. The empirical research was based on a quantitative questionnaire survey method, which was completed by 228 people from Slovenia. Through the survey, we were able to confirm that all three factors highlighted, the image of political parties, political participation, and the use of social networks, have an impact on young people's intention to participate in elections.
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