Explaining The Effect of Social Marketing on Motivating Sports Participation of The Elderly in East Azarbaijan Province

Document Type : Original Article

Authors

1 PhD Student of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

2 Assistant Professor of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

3 Professor of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran.

10.22034/sms.2022.62418

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 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.

Keywords

References

Agha Mohsani Fashmi, A., Anushe, M., & Mousavi Naqabi, M. (2017). Explanation of social marketing strategies in the general mobilization of popular forces during the holy defense era. Islamic Revolution Studies, (54): 45-66. (Persian)
Akhravi, A. H., & Rait, M. (2019). Identifying the effective factors on attracting people's participation in optimal water consumption with a social marketing approach and choosing the best scenario. Social Capital Management, 6(3): 395-419. (Persian)
Arem, H., Moore, S.C., Patel, A., Hartge, P., De Gonzalez, A.B., Visvanathan, K., Campbell, P.T., Freedman, M., Weiderpass, E., & Adami, H.O. (2015).Leisure time physical activity and mortality: A detailed pooled analysis of the dose-response relationship. JAMA Intern, 175: 959–967.
Bauman, A.E., Reis, R.S., Sallis, J.F., Wells, J.C., Loos, R.J., & Martin, B.W. (2012). Group, L.P.A.S.W. Correlates of physical activity: Why are some people physically active and others not? Lancet, 380: 258–271.
Benjamin K., & Donnelly TT. (2013). Barriers and facilitators influencing the physical activity of Arabic adults: A literature review. Avicenna, 8:1-16.
Cannella, V., Villar, F., Serrat, R., & Tulle, E. (2021). Psychosocial aspects of participation in competitive sports among older athletes: a scoping review. The Gerontologist.
Clare, G., Roberts, E., Jayadas, A., & Hebert, P. (2019). Lessons Learned from the Active Aging for LIFE Intergenerational Programming: College-Age Student and Older Adult 65+ Focus Group Perspectives. Journal of Intergenerational Relationships, 17(2): 220–233.
Eime, R. M., & Harvey, J. T. (2018). Sport participation across the lifespan: Australian trends and policy implications in sport and physical activity across the lifespan, 23–43.
Evans, A. B., & Sleap, M. (2015). Older adults’ lifelong embodied experiences of leisure time aquatic physical activity in the United Kingdom. Leisure Studies, 34(3): 335–353.
Farsi A., Kavyani A., Kavyani M., & Moradi M. (2020). “Examining the Model of the Relationship between the Affecting Individual, Interpersonal and Cognitive-Social Factors with elderly Sports Participation, Sport Psychology”, 1(5): 67-83. (Persian)
Franco, M.R., Tong, A., Howard, K., Sherrington, C., Ferreira, P.H., Pinto, R.Z., & Ferreira, M.L. (2015). Older people’s perspectives on participation in physical activity: A systematic review and thematic synthesis of qualitative literature. Br. J. Sports Med., 49: 1268–1276.
Ghamati, H., Ehsani M., Kozechian, H., & Saffari, M. (2021). An Identification of Factors Affecting the Continuous Participation of the Elderly in Physical Activities of Leisure Time, Journal of Physiology and Management Research in Sports, 13(1): (Persian).
Ghența, M., Matei, A., Mladen-Macovei, L., & Bobârnat, E. S. (2022). Factors Associated with the Participation of Older Adults in Cultural and Sports Activities. International Journal of Environmental Research and Public Health, 19(10): 6244.
Goethals, L., Barth, N., Hupin, D., Mulvey, M. S., Roche, F., Gallopel-Morvan, K., & Bongue, B. (2020). “Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature”. BMC public health, 20(1), 1-11.
Gordon R., McDermott L., Stead M., & Angus K. (2006).”The effectiveness of social marketing interventions for health improvement: What’s the evidence”? Public Health, 120(12):1133-1139.
Hosseini, T., Heydarinejad, S., & Azmsha, T. (2017). The role of motivations on the participation rate of the elderly in public sports, Research in sports management and movement behavior 8(16): 103-125. (Persian)
Huang, Y., Ng, O. L., & Ha, A. S. (2022). A Qualitative Exploration of Facilitators and Barriers to Physical Activity Participation among Chinese Retired Adults in Hong Kong. International Journal of Environmental Research and Public Health, 19(6): 3495.
Ige-Elegbede, J., Pilkington, P., Gray, S., & Powell, J. (2019). “Barriers and facilitators of physical activity among adults and older adults from Black and Minority Ethnic groups in the UK: A systematic review of qualitative studies”. Prev. Med. Rep., 15: 100952.
Jenkin, C. (2017). Active and Healthy Ageing through Sport. Victoria University.
Jenkin, C. R., Eime, R. M., Van Uffelen, J. G., & Westerbeek, H. (2021). How to re-engage older adults in community sport? Reasons for drop-out and re-engagement. Leisure Studies, 40(4): 441-453.
Jenkin, C.R., Eime, R.M., Westerbeek, H., & Van Uffelen, J.G.Z. (2018). Sport for Adults Aged 50+ Years: Participation Benefits and Barriers. J. Aging Phys. Act., 26: 363–371.
Jorkesh, S., Nazari, R., & Taheri, M. (2019). “The Elderly Sport Model: Grounded Theory Approach. Sport Management Studies”. 11(55): 35-58. (Persian).
Kanamori, S., Kai, Y., Aida, J., Kondo, K., Kawachi, I., Hirai, H., & Laks, J. (2014). Social participation and the prevention of functional disability in older Japanese: The JAGES cohort study. PloS One, 9: e99638.
Kettunen, E., Kari, T., & Frank, L. (2022). “Digital Coaching Motivating Young Elderly People towards Physical Activity. Sustainability”, 14(13): 7718.
Khodaparast S., Bakhshalipour V., & Monfared F. (2020).The Relationship between Social Capital and Sport Participation in Elderly Men of Lahijan City in 2019, Journal of Gerontology (joge), 5(1): 13-23. (Persian)
Khodaparast S., Farajpour Pirbasti M., Bakhshalipour V., & Kalashi M. (2021). The Relationship between Motivational Factors of Sports Participation with the Level of General Health and Quality of Life in Inactive Elderly, Journal of Health and Care, Vol. 23, No. 3, Autumn, Pages 213-222. (Persian).
Kim, A. C. H., Park, S. H., Kim, S., & Fontes-Comber, A. (2020). Psychological and social outcomes of sport participation for older adults: A systematic review. Ageing & Society, 40(7): 1529-1549.
Kim, A. C. H., Ryu, J., Lee, C., Kim, K. M., & Heo, J. (2021). Sport participation and happiness among older adults: A mediating role of social capital. Journal of Happiness Studies, 22(4): 1623-1641.
Kline, R, B. (2016). Principles and Practice of Structural Equation Modeling, New York: The Guilford Press.
Kubacki K., Ronto R., Lahtinen V., Pang B., & Rundle-Thiele S. (2017). Social marketing interventions aiming to increase physical activity among adults: A systematic review. Health Educ.; 117(1):69-89.
Lindsay-Smith, G., Banting, L., Eime, R., O’Sullivan, G., & Van Uffelen, J. G. (2017). The association between social support and physical activity in older adults: A systematic review. International Journal of Behavioral Nutrition and Physical Activity, 14(1): 56.
Maleki, M., Mohammadi, S., Shariati Nia, S., Shams, M., Abdi-Rad, A., Nasiri, R., Kuhgerd, S., Akaran, M. J., Kazemi, F., Zamani, S., & Farrawi, M. (2014). Determining the views, attitudes and behaviors of taxi drivers in Yasouj city; The first step in designing a behavioral intervention based on social marketing. Armaghane Danesh, 19(2); (85): 161-177. (Persian)
McPhee, J.S., French, D.P., Jackson, D., Nazroo, J., Pendleton, N., & Degens, H. (2016). Physical activity in older age: Perspectives for healthy ageing and frailty. Biogerontology, (17): 567–580.
Mohammadi A., Seyed Ali Nejad A., & Ahmadi S. (2020). “Identifying Model the Factors Influencing the Increase in the Participation of the Elderly in Sports”, (15): 5. (Persian)
Mokhlesi, S., Akbari, Yazdi, H., Elahi, A., & Khabiri, M. (2019). Developing a Social Marketing Model to Promote Well-Informed and Low-Income Middle- Aged Participation in Regular Physical Activity, a Qualitative Study. Iranian Journal of Health Education and Health Promotion, 7 (1): 93-108 (Persian).
Mola, A. (2016). Investigating the relationship between social marketing and brand equity (case study: Borujerd textile factory). Advertising and Marketing,(4): 84-94. (Persian)
O’Neil-Pirozzi, T. M. (2021a). Cognitive Exercise Self-Efficacy of Community-Dwelling Older Adults: Measurement and Associations with Other Self-Reported Cognitive Exercise Factors. Brain Sci. (11): 672.
O’Neil-Pirozzi, T. M., Cattaneo, G., Solana-Sánchez, J., Gomes-Osman, J., & Pascual-Leone, A. (2022). The importance of motivation to older adult physical and cognitive exercise program development, initiation, and adherence. Frontiers in Aging, 1.
Peters, M., Ratz, T., Wichmann, F., Lippke, S., Voelcker-Rehage, C., & Pischke, C. R. (2022). Ecological Predictors of Older Adults’ Participation and Retention in a Physical Activity Intervention. International journal of environmental research and public health, 19(6): 3190.
Ramin Mehr, H., & Charstad, P. (2012). Quantitative research method using structural equation modeling (Lisrel software). Tehran: Termeh Publications. (Persian)
Ramirez AS., Diaz Rios LK, Valdez Z., Estrada E., & Ruiz A. (2017). Bringing produce to the people: Implementing a social marketing food access intervention in rural food deserts. J Nutr Educ Behav, 49(2):166-174.
Rantanen, T., Saajanaho, M., Karavirta, L., Siltanen, S., Rantakokko, M., Viljanen, A., Rantalainen, T., Pynnönen, K., Karvonen, A., & Lisko, I. (2018). Active aging–resilience and external support as modifiers of the disablement outcome: AGNES cohort study protocol. BMC Public Health, 18(1): 565.
Rezaei Pendari, H., & Keshavarz Mohammadi, N. (2014). The application of the social marketing approach in the field of health: a review study. Health Education and Health Promotion, (2): 109-130. (Persian)
Rohani, Z., Andam, R., Bahrololoum, H., & Memari, Z. (2021). Effects of Social Marketing Intervention on Physical Activity promotion Among the Elderly. Journal of Research and Health, 11(3): 147-156.
Stenner, B. J., Buckley, J. D., & Mosewich, A. D. (2020). Reasons why older adults play sport: A systematic review. Journal of sport and health science, 9(6): 530-541.
Stenner, B.J., Buckley, J.D., & Mosewich, A.D. (2020). Reasons why older adults play sport: A systematic review. J. Sport Health Sci., (9):530–541.
Tsuji, T., Kanamori, S., Saito, M., Watanabe, R., Miyaguni, Y., & Kondo, K. (2020). Specific types of sports and exercise group participation and socio-psychological health in older people. Journal of sports sciences, 38(4): 422-429
Williyanto, S., Kusmaedi, N., Sumardiyanto, S., & Nugroho, W. A. (2021). Relationship between Sex, Age, Body Mass Index, and Physical Fitness with Elderly Participation. ACTIVE: Journal of Physical Education, Sport, Health and Recreation, 10(1): 5-10.
World Health Organization. (2015). Noncommunicable Diseases (NCD) Country Profiles (ISLAMIC REPUBLIC OF IRAN).
Sports Marketing Studies
Volume 3, Issue 3
October 2022
Pages 220-187

Files

Share

How to cite

Statistics