Applying Social Marketing to Promote Children's Physical Literacy: A Structural-Interpretive Model

Articles in Press

Document Type : Original Article

Authors

1 Department of Sport Management, SR. C, Islamic Azad University, Tehran, Iran

2 Department of Sport Management, Allameh Tabataba'i University, Tehran, Iran

3 Department of Motor Behavior, Sport Sciences Research Institute, Tehran, Iran

10.22034/sms.2025.142627.1449

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 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.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 09 December 2025

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