Civic Engagement Education: A Case Study of Millennial in Langkawi Island and Tuba

Abstract

The researcher focuses on millennial civic engagement education (CEE) from the aspect of information control through integrated marketing communication (IMC) and its exposure,which can lead to millennial environmental stewardship (ES). IMC is an effective tool for CEE, for gaining millennial attention, interest, desire and action (AIDA) irrespective of their understanding. This study also aims to explore millennial behaviors when CEE is promoted via IMC. Qualitative approach with semi-structured interview with the millennial was undertaken to get a trustworthy data on information and in-depth knowledge of the subject as well as the happening phenomenon. The findings revealed a lot of strategies that need to be implemented by the government, local authorities and NGOs on CEE via IMC as to promote ES in millennials mainly for the EET. The research involves a small number of millennials.