Sports management, marketing
Arghavan Hassanzadeh; Habib Honari; Mohsen Bagherian Farah Abadi; Ali Mohammad Safania; Saleh Rafiee
Abstract
Given the alarming prevalence of physical inactivity among children, developing physical literacy requires a transition from traditional methods to novel behavior change approaches such as social marketing. Therefore, the aim of this research was to present an Interpretive Structural Model (ISM) for ...
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Given the alarming prevalence of physical inactivity among children, developing physical literacy requires a transition from traditional methods to novel behavior change approaches such as social marketing. Therefore, the aim of this research was to present an Interpretive Structural Model (ISM) for the application of social marketing in promoting children's physical literacy. In terms of nature, this is a mixed-methods (qualitative-quantitative) study. Thematic Analysis was employed in the qualitative phase, and Interpretive Structural Modeling (ISM) was used in the quantitative phase. The participants in both phases consisted of professors, coaches, and managers specializing in social marketing and physical literacy. These individuals were selected via purposive sampling, and 18 experts were chosen based on theoretical saturation. In the qualitative phase, validity and reliability were confirmed using Guba and Lincoln’s (1985) four criteria. In the quantitative phase, content validity was ensured through the purposive selection of experts, and reliability was guaranteed through consensus of opinions (based on the mode). For data analysis, Thematic Analysis, ISM, and MICMAC analysis were utilized. The findings indicated that the identified factors are classified into a five-level model. Environmental drivers and challenges were placed at the lowest level (Level 5), followed by institutional capability and inter-organizational collaboration at Level 4. At the intermediate level (marketing drivers/Level 3), the social marketing mix and process effectiveness were identified. At the higher levels, sports opportunities and environments and transformation in mechanisms were placed at Level 2, and finally, the promotion of physical literacy, inclusive growth of sports participation, and their functions were positioned at the final level (Level 1). These results indicate that the application of social marketing is a pivotal, multi-level process dependent on environmental and institutional contexts. This model offers a comprehensive strategic roadmap for policymakers and practitioners in the field of children's sports.
Sports management, marketing
Esamaeel Veisia; maryam karimi; Amin Khatibi
Abstract
Abstract
Today, sports as a social and cultural phenomenon; It has had several effects, for example, in the social dimension and especially in citizenship; It can bring effective participation of citizens in all citizenship activities and promises a healthy and cheerful society. Promoting public sports, ...
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Abstract
Today, sports as a social and cultural phenomenon; It has had several effects, for example, in the social dimension and especially in citizenship; It can bring effective participation of citizens in all citizenship activities and promises a healthy and cheerful society. Promoting public sports, according to the type of activity and the conditions of personal and professional life at the community level, can cover part of the effects of physical inactivity and increase national vitality and productivity. The great sense of passion and excitement that sports creates can increase the effectiveness of social marketing activities in the field of public sports culture, so that they can influence many citizens to accept voluntary and desirable behaviors. Give the purpose of this research is the strategies for the development of public sports culture in Khuzestan province. This research was carried out in terms of its purpose, including applied research, with a qualitative method and with a fundamental exploratory nature in two qualitative phases. Research data were analyzed through semi-structured interviews with the participation of experts, collected by thematic analysis method. In order to carry out sampling in two phases of the research, first a list of experts and specialists with executive and operational records or having scientific and research records and theorizing in the field of marketing and public sports was prepared and then an in-depth interview was held with them. After completing each interview, each of the interviewees was asked to introduce other experts to the researcher. . This work continued until the researcher reached the saturation point; where the new data collected were not different from the data collected before and were similar. Before conducting each interview, the researcher provides the interviewees with the necessary knowledge by sending a message or an email while taking time from the interviewee, by sending an email containing the main questions and a brief description of the topic. Interview time from 50 minutes to 150 minutes; It was done in person in the office of the participants. Finally, theoretical saturation was achieved in the first phase with 17 interviews and in the second phase with 15 interviews. To determine the reliability of the data (which is equivalent to reliability in qualitative research and validity in quantitative research), the decoding method (test-retest reliability) was used by another researcher. In the decoding method, three interviews were given to another researcher. Each of them was coded twice in a 15-day interval by the researcher. The stability index was calculated through the amount of agreements and non-agreements in two stages of coding. By immersing the researcher in the data; extracted 48 basic concepts, then through revision and refinement; Concepts in the form of sub-categories and then these themes were classified into 5 main categories based on the nature of what it contains. The findings of this research in the first qualitative phase include the identification of five main factors; Optimizing places, conforming to beliefs, economic and social requirements, beneficial and important institutions, public participation in the development of public sports culture. In the second phase of the research; after repeated analyzes of 104 basic concepts with the title of suggested solutions; Based on the seven dimensions of social marketing mix, it was presented in the form of sub-categories. In the following, based on the solutions and aspects of social marketing, five desirable behaviors (improvement and development of sports infrastructure and easy access, appropriate culture, economic-social foundation, all-round cooperation and synergy of the Ministry of Sports, media, religious, political and Educational centers and strengthening the presence of family, celebrities and well-known figures in sports and art) were identified in the form of main categories. With the development of public sports in the province, while developing and strengthening movement and physical skills, gaining public health and creating social vitality, it is possible to increase the per capita consumption of goods, products and sports equipment and support employment and indirect entrepreneurship from an economic point of view. Did Also, increasing public health and strengthening physical strength will lead to labor productivity, which is also important from an economic point of view. Therefore, in order to increase people's participation in public sports, it is necessary to increase the number of public sports spaces per capita, to cooperate as much as possible with the government institutions in order to develop public sports in the province, to try to increase motor literacy and change people's lifestyles. Designing policy versions appropriate to the challenges and problems of public sports in the province, benefiting from the opinions of researchers and researchers of academic and research centers and financial support from the programs and policies of this field; The level of participation of the people as well as the institutions with interests and roles in the development of public sports has increased in order to raise the status of national sports in the international arena, to generate income, develop tourism, generalize the general vitality and strengthen the spirit of self-confidence and even political development.
Sports management, marketing
Mohammad Reza Amirabadizadeh; seyedeh Azra mirkazemi; Jafar Khoshbakhti
Abstract
Abstract
People participate in sports because of a variety of factors; some of which are influenced by the environment; while others are influenced by internal factors; hence, changing the behavioral approach to sports is necessary. As a result, methods for modifying people's behavior should be identified. ...
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Abstract
People participate in sports because of a variety of factors; some of which are influenced by the environment; while others are influenced by internal factors; hence, changing the behavioral approach to sports is necessary. As a result, methods for modifying people's behavior should be identified. Behavior change encompasses a wide range of concepts. Among these concepts that can be applied to enhance physical activity in particular populations is social marketing. As one of the most significant upcoming areas of marketing, it plays a crucial role in social benefit. Social marketing aims to enhance individual and social well-being, so this approach can be utilized to develop physical activity and sports for young people. Therefore, the purpose of the research conducted is to answer the question, what is the social marketing mix in school sports?
The present study was a mixed method exploratory study with a purposeful approach. During the first phase of the research, questions from the researcher's questionnaire were combined and used as a basis for analysis. Using this methodology, first of all, all related research papers and articles (from 2010 to 2022) were reviewed in the external scientific databases of Scopus, Emerald, Google Scholar, Science Direct, as well as Civilica and Mogiran internal databases, and the codes related to the subject were identified by summing and distinguishing semantics. According to the distances between the fundamental concepts, the differentiation principle and the completion of the research question, the concepts were extracted, and if they could be integrated, integration was carried out. The second stage involved correlation analysis (correlation type of factor analysis with principal component analysis method) and field data collection. The research community was first formed by a combination of sports management experts, university experts, officials from school sports departments, as well as physical education teachers with experience in education. A targeted sampling of 10 of these participants resulted in the preparation of a researcher-made questionnaire based on the theoretical basis and background of the research and based on Morris and Clarkson (2009)'s model. Once the necessary reforms had been made and a consensus had been reached, the final questionnaire was prepared. The statistical population for the second stage of the research consisted of all the male and female students who attended South Khorasan conservatories, a total of more than 12,329. A random cluster sampling method was used at this stage, and six clusters were randomly chosen from the identified clusters. As a result of Morgan's table, 380 individuals were selected as the sample size, of which 376 completed and returned the questionnaire. A content validity test and a construct validity test were conducted to assess and verify the construct validity of the mixed evaluation tool for social marketing in sports, and a Cronbach's alpha (α=0.96) was used to assess the reliability of the above questionnaire.
According to statistical analysis, a questionnaire consisting of 7 dimensions was developed (proposal with 7 questions, cost of participation with 4 questions, policy and policy with 4 questions, social communication with 4 questions, creating partners with 4 questions, general public with 3 questions and location with 4 questions). As a result of the significance test of t for all items, the results were higher than 1.96, and all the factor loadings were greater than 0.3, which indicates that the selected paths have appropriate factor loadings. As a result, the CFI and NFI fit indices were greater than 0.90, the RMSEA was less than 0.08, and the CMIN/df was not greater than 5, indicating that the model was well fitted.
As part of this study, using exploratory and confirmatory factor analysis as an appropriate method of tool making, the researcher evaluated the social marketing in sports questionnaire. This was done by considering the research environment's cultural and social characteristics. Results of the study indicate that the school's measurement tool for social marketing is valid. Moreover, specialists and planners in the field of school sports can use this tool for assessing social marketing in schools, as well as for designing and implementing programs based on the components of this tool to enhance and improve the level of school sports. This questionnaire can be used and analyzed in other educational levels in order to make it more valid.
hamed buruoshak; Seyed Nemat Khalifeh; Mahvash Noorbakhash; Parivash Noorbakhsh
Abstract
Individuals' motivation to initiate and adhere to physical and cognitive exercise and a deeper understanding of it allow prescribing a personalized exercise program that maximizes adherence and ultimately proficiency. In addition, measures of an older person's motivation maintain the identification of ...
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Individuals' motivation to initiate and adhere to physical and cognitive exercise and a deeper understanding of it allow prescribing a personalized exercise program that maximizes adherence and ultimately proficiency. In addition, measures of an older person's motivation maintain the identification of targets for new physical and cognitive exercise interventions, thereby enabling program adherence. Promoting the physical activity of the elderly improves health and well-being, creates a healthier and stronger society, reduces treatment costs, increases social interactions, creates an active society, Increases self-expression and self-esteem, and ultimately being active in life. The purpose of the research was to explain the effect of social marketing on motivating sports participation of the elderly in East Azerbaijan province. The main direction of the research is applied and descriptive in nature. The quantitative research method is based on structural equations with a comparative approach of a descriptive correlation type, which was conducted by the researcher as a survey. The statistical population of the research was the elderly sportsmen of East Azarbaijan province in 1400, based on the logical sample size required in structural equation modeling, 200 people were considered as a statistical sample. The measurement tool is a 45-item researcher-made questionnaire containing research variables; predictor variable; Social marketing included personal wellfare with 5 questions and social wellfare with 5 questions and the criterion variable for sports participation motivation included physical fitness with 5 questions, social motivation with 6 questions, cognitive with 6 questions, challenge with 6 questions, participation with 5 questions, and medical with 7 questions. The content validity of the questionnaire was studied and confirmed by calculating the average variance extracted in the community and external evaluation of the model according to Cronbach's alpha coefficients and Composite reliability. Structural equation modeling was used to analyze the data. In order to verify and fit the model, confirmatory factor analysis method was used through Spss20 and Lisrel8.5 software.Since social marketing is an effective approach in changing behavior. In addition to changing individual behavior, the welfare of society is also considered, social marketing, a complementary approach to this idea, is a comprehensive look at three levels of social change: micro, medium and macro. The ultimate mission of social marketing is to institutionalize desirable behavior and enjoy its benefits. A better understanding of core marketing concepts supports better planning, execution and effectiveness. Social marketers have a wide range of marketing tools at their disposal and use them in interventions. Social marketing creates social relationships between program participants and provides their support and interaction.In order to evaluate the psychological and social consequences depending on the different levels of sports participation, it is necessary to use appropriate instruments for participation in sports for the elderly. Based on this, no attempt has been made to develop new tools to assess the level of sports participation and related behavioral patterns for the elderly. In this research, the sports participation motivation model based on social marketing was explained and confirmed.The results showed that social marketing on six dimensions of sports participation motivation; Physical fitness, social, cognitive, challenging, collaborative, medical motivation have a significant positive effect. Since social marketing had a significant positive effect on the physical fitness of the elderly. The indicators of improving physical fitness, desire to be physically fit, maintaining health, achieving relaxation, and having a good body shape were recognized as necessary in the physical fitness of the elderly. Based on the fact that social marketing had a significant positive effect on the social motivation of the elderly. The indicators of society's positive attitude towards sports for the elderly, being together with their group and peers, willingness of family and friends, using peers to perform sports activities, interest in social aspects of sports, desire to make friends, provide the context of social motivation. Also, social marketing had a significant positive effect on the cognitive dimension of the elderly. Indicators of reducing mental pressure, increasing self-confidence, focusing on sports movements, gaining vitality and pleasure, interest in sports activities, measuring individual abilities in the cognitive dimension of the elderly are useful and productive. Because social marketing had a significant positive effect on the challenge dimension of the elderly. Indicators of interest in going out of the house, avoiding mental conflicts, interest in excitement, awareness of the benefits of sports, learning new sports movements, getting to know a large group of peers explain the sports challenges of the elderly. Also, social marketing had a significant positive effect on the participation dimension of the elderly. The desire to participate in doing things, interest in competition, desire to have fun, helping peers in doing sports activities, interest in doing sports participation of the elderly are indicators. Finally, social marketing had a significant positive effect in the aspect of geriatric medicine. The indicators of back pain prevention, being able to do personal work, having peace, enjoying general health, having minimal illness, pain relief, exercise as recommended by doctor have formed Identifier the medical dimension of exercise for the elderly.Therefore, the use of social marketing for elderly athletes, better physical fitness compared to people who have an incomplete level of physical fitness, provides a better opportunity to increase skills. The social aspect of sport is very important for this age group where participants use sport to socialize with family and in their local community, encouraging family members to support older people to be physically active through sport, whilst providing sport opportunities In which the elderly can build social capital through sports and use sports to socialize with their families, one of the key aspects of changing this demographic group is related to and leading to social health. Family-related factors help them maintain their cognitive functions by stimulating the brain.Therefore, future interventions can be considered to adopt a family-based approach to increase the physical activity of adults. Motivation is a challenge to initiate and adhere to a physical and cognitive exercise program by older adults. Therefore, efforts can be made to relate physical activity to the specific challenges the participants faced, and support from family members is essential for this population. There are different types of social support for participation in physical activity with interactions including periods before (i.e. meeting), during (i.e. talking) and after participation in physical activity (i.e. participating in other activities). Therefore, sports participation of the elderly can improve their life satisfaction, social life, and personal psychological status. In this way, this research is an innovative addition to the research collection for the participation of the elderly in social sports.
