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• W2474949305 abstract "Background: The Election Commission of India (ECI) adopted Social Marketing principles and applied its techniques as voter outreach programs (SVEEP - Systematic Voter Education and Electoral Participation), to influence voter behavior.Purpose: The purpose of this study is to analyze the extent of awareness of SVEEP (Systematic Voter Education and Electoral Participation) among the student segment. Methodology: This is a study using primary data collected through survey (using a structured questionnaire) from 100 respondents. A 5-point Likert scale is used to register the respondent’s scoring on awareness of SVEEP, a Social Marketing intervention. Findings: The majority of the respondents are quite aware of SVEEP, though not equally among students of all academic disciplines. The SVEEP programs organized in the college premises are not known to greater number of students. The respondents hardly discuss on elections or electoral processes among peer groups exhibiting apathy apparently. The respondents’ perception on the knowledge of the student community and their own knowledge and understanding on the electoral process appears to be bleak.Practical Implications: This study has generated a useful compilation of data that reveals several practical applications worthy of future study. To battle electoral apathy among youth segment is not a petite task. Therefore, a relevant mix of strategies appealing to the youth/student segment is essential. Also, the channel of dissemination of information should not be confined to the Elections Department alone, but must be diffused by various other sources including, academic curriculums, schools and other educational institutions, NGOs and other groups in the community as well.Originality/Value: Although Social Marketing has grown in popularity and has witnessed wide usage in enhancing public health, research on social marketing in influencing voter behavior is very limited. This paper, therefore, is a pioneering attempt to study the awareness of SVEEP, a Social Marketing intervention and the knowledge, understanding and eventually the behavioral trend of youth towards electoral processes. Background: The Election Commission of India (ECI) adopted Social Marketing principles and applied its techniques as voter outreach programs (SVEEP - Systematic Voter Education and Electoral Participation), to influence voter behavior.Purpose: The purpose of this study is to analyze the extent of awareness of SVEEP (Systematic Voter Education and Electoral Participation) among the student segment. Methodology: This is a study using primary data collected through survey (using a structured questionnaire) from 100 respondents. A 5-point Likert scale is used to register the respondent’s scoring on awareness of SVEEP, a Social Marketing intervention. Findings: The majority of the respondents are quite aware of SVEEP, though not equally among students of all academic disciplines. The SVEEP programs organized in the college premises are not known to greater number of students. The respondents hardly discuss on elections or electoral processes among peer groups exhibiting apathy apparently. The respondents’ perception on the knowledge of the student community and their own knowledge and understanding on the electoral process appears to be bleak.Practical Implications: This study has generated a useful compilation of data that reveals several practical applications worthy of future study. To battle electoral apathy among youth segment is not a petite task. Therefore, a relevant mix of strategies appealing to the youth/student segment is essential. Also, the channel of dissemination of information should not be confined to the Elections Department alone, but must be diffused by various other sources including, academic curriculums, schools and other educational institutions, NGOs and other groups in the community as well.Originality/Value: Although Social Marketing has grown in popularity and has witnessed wide usage in enhancing public health, research on social marketing in influencing voter behavior is very limited. This paper, therefore, is a pioneering attempt to study the awareness of SVEEP, a Social Marketing intervention and the knowledge, understanding and eventually the behavioral trend of youth towards electoral processes." @default.
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• W2474949305 date "2016-06-30" @default.
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• W2474949305 title "Social Marketing Intervention – An empirical study on awareness of Systematic Voter Education and Electoral Participation (SVEEP) among youth – the student segment" @default.
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