دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها951
تعداد مقالات7,816
تعداد مشاهده مقاله12,972,542
تعداد دریافت فایل اصل مقاله9,205,223
Saberi, Ali, Fathi, Mohammad Reza, Sobhani, Seyed Mohammad, Kargaran, Sanaz, Rajabpour, Ebrahim. (1402). The Sport-for-All Development Strategies Based on Social Marketing Approach. جلوه هنر, 3(2), 93-114. doi: 10.22051/sbj.2023.43271.1087
Ali Saberi; Mohammad Reza Fathi; Seyed Mohammad Sobhani; Sanaz Kargaran; Ebrahim Rajabpour. "The Sport-for-All Development Strategies Based on Social Marketing Approach". جلوه هنر, 3, 2, 1402, 93-114. doi: 10.22051/sbj.2023.43271.1087
Saberi, Ali, Fathi, Mohammad Reza, Sobhani, Seyed Mohammad, Kargaran, Sanaz, Rajabpour, Ebrahim. (1402). 'The Sport-for-All Development Strategies Based on Social Marketing Approach', جلوه هنر, 3(2), pp. 93-114. doi: 10.22051/sbj.2023.43271.1087
Saberi, Ali, Fathi, Mohammad Reza, Sobhani, Seyed Mohammad, Kargaran, Sanaz, Rajabpour, Ebrahim. The Sport-for-All Development Strategies Based on Social Marketing Approach. جلوه هنر, 1402; 3(2): 93-114. doi: 10.22051/sbj.2023.43271.1087

The Sport-for-All Development Strategies Based on Social Marketing Approach

Sports Business Journal
دوره 3، شماره 2 - شماره پیاپی 6، مرداد 2023، صفحه 93-114    اصل مقاله (914.05 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43271.1087
نویسندگان
Ali Saberi1؛ Mohammad Reza Fathi* 2؛ Seyed Mohammad Sobhani3؛ Sanaz Kargaran4؛ Ebrahim Rajabpour5
1Assistant Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
2Associate Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
3MSc, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
4PhD Student of Marketing Management, Social Science and Economics Department, Alzahra University, Tehran, Iran.
5Assistant Professor, Department of Business Administration, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran.
چکیده
Purpose: This study aimed to identify strategies for developing Sports for All and physical activity based on social marketing.
Methodology: The research method is mixed, so a qualitative approach and thematic analysis were used to collect the data. Then, an exploratory approach is considered for introducing sports solutions for all development. The 13 participants, including executive and academic experts, were selected by snowball sampling. In the next stage, a preliminary study was done using a random sampling method with 226 participants from sports coaches. Data analysis was carried out in the qualitative section using the theme analysis method and in the quantitative section using the DEMATEL and MIC-MAC techniques.
Findings: Based on the results of the DEMATEL technique, two solutions for "Employing Appropriate Reward and Punishment Systems of the Employees" and "Dividing the Society into Heterogeneous Groups" have ranked first and second among the practical solutions. Also, the finding was compared with the MIC-MAC result.
Originality: This study presents the Sport-For-All physical activity development strategies through social marketing approaches. Also, based on the customers' needs and participants in Sport-For-All activities, the suggested solutions have been prioritized by using decision-making techniques.
کلیدواژه‌ها
DEMATEL/MIC-MAC؛ Physical Activities؛ Social؛ Sports Development
عنوان مقاله [English]
استراتژی‌های توسعه ورزش برای همه مبتنی بر رویکرد بازاریابی اجتماعی
نویسندگان [English]
علی صابری1؛ محمد رضا فتحی2؛ سید محمد سبحانی3؛ ساناز کارگران4؛ ابراهیم رجب‌پور5
1استادیار، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
2دانشیار، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
3کارشناسی ارشد، گروه مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
4دانشجوی دکتری مدیریت بازاریابی، گروه علوم اجتماعی و اقتصاد، دانشگاه الزهرا(س)، تهران، ایران.
5استادیار، گروه مدیریت بازرگانی، دانشکده بازرگانی و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.
چکیده [English]
هدف: این مطالعه با هدف شناسایی راهبردهای توسعه ورزش برای همه و فعالیت بدنی با رویکرد بازاریابی اجتماعی انجام شد.
 روش‌: روش انجام پژوهش آمیخته است، بنابراین برای جمع آوری داده‌ها از رویکرد کیفی و تحلیل موضوعی استفاده شده است. سپس یک رویکرد اکتشافی برای معرفی راه‌کارهای توسعه ورزش برای همه در نظر گرفته شد. 13 نفر شامل کارشناسان اجرایی و دانشگاهی جهت مشارکت در مصاحبه به روش نمونه‌گیری گلوله برفی انتخاب شدند. در مرحله بعد، مطالعه مقدماتی با استفاده از روش نمونه گیری تصادفی با 226 نفر از مربیان ورزش انجام شد. در بخش کیفی، تجزیه و تحلیل داده‌ها با استفاده از روش تحلیل مضمون و در بخش کمی با تکنیک‌های DEMATEL و MIC-MAC انجام شد.
یافته‌ها: بر اساس نتایج تکنیک DEMATEL، دو راه‌حل «به‌کارگیری سیستم‌های پاداش و تنبیه مناسب کارکنان» و «تقسیم جامعه به گروه‌های ناهمگن» رتبه‌های اول و دوم را در بین راه‌حل‌های کاربردی کسب کرده‌اند. همچنین، این یافته با نتیجه حاصل از تکنیک MIC-MAC مطابقت داشت.
 اصالت و ابتکار مقاله: این مطالعه استراتژی‌های توسعه برنامه ورزش برای همه را از طریق رویکردهای بازاریابی اجتماعی ارائه می‌کند. همچنین بر اساس نیاز مشتریان و شرکت‌کنندگان در فعالیت‌های ورزشی، راهکارهای پیشنهادی با استفاده از تکنیک‌های تصمیم‌گیری اولویت‌بندی شده است.
کلیدواژه‌ها [English]
اجتماعی, توسعه ورزشی فعالیت‌های بدنی, DEMATEL/MIC-MAC
مراجع
  1. Aman, M. S., Mohamed, M., & Omar-fauzee, M. S. (2009). Sport for All and Elite Sport: Underlining Values and Aims for Government Involvement via Leisure Policy. European Journal of Social Sciences, 9(4), 549–556.
  2. Andreasen, A. R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. Wiley. https://books.google.com/books?id=FzXuAAAAMAAJ
  3. Bagramian, R., Madill, J., O’Reilly, N., Deshpande, S., Rhodes, R. E., Tremblay, M., . . . Faulkner, G. (2019). Evaluation of sport participation objectives within a health-focussed social marketing sponsorship. International Journal of Sports Marketing and Sponsorship, 20(2), 206-223. https://doi.org/10.1108/IJSMS-01-2018-0011
  4. Belfiore, P., & Liccardo, A. (2019). Social marketing and sport management for health promotion. Sport Science, 12(1), 36-39.
  5. Bellows, L. L., Davies, P. L., Anderson, J., & Kennedy, C. (2013). Effectiveness of a physical activity intervention for Head Start preschoolers: a randomized intervention study. Am J Occup Ther, 67(1), 28-36. https://doi.org/10.5014/ajot.2013.005777
  6. Brennan, L., Klassen, K., Weng, E., Chin, S., Molenaar, A., Reid, M., . . . McCaffrey, T. A. (2020). A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? International Journal of Behavioral Nutrition and Physical Activity, 17(1), 1-14. https://doi.org/10.1186/s12966-020-00946-3
  7. Chen, T. (2011). Using Hybrid MCDM Model for Enhancing the Participation of Teacher in Recreational Sports. Journal of Decision Systems, 20(1), 33-49. https://doi.org/10.3166/jds.20.33-49
  8. Collins, M. F. (2011). Leisure Cards in England: An Unusual Combination of Commercial and Social Marketing? Social Marketing Quarterly, 17(2), 20-47. https://doi.org/10.1080/15245004.2010.546942
  9. Day, B., & Smith, W. (1996). The applied behavior change (ABC) framework: environmental applications. Advances in Education, 2, 5-9.
  10. Deshpande, S., Berry, T. R., Faulkner, G. E. J., Latimer-Cheung, A. E., Rhodes, R. E., & Tremblay, M. S. (2015). Comparing the Influence of Dynamic and Static Versions of Media in Evaluating Physical-Activity-Promotion Ads. Social Marketing Quarterly, 21(3), 135-141. https://doi.org/10.1177/1524500415599376
  11. Dietrich, T., Rundle-Thiele, S., Schuster, L., Drennan, J., Russell-Bennett, R., Leo, C., . . . Connor, J. P. (2015). Differential segmentation responses to an alcohol social marketing program. Addictive Behaviors, 49, 68-77. https://doi.org/10.1016/j.addbeh.2015.05.010
  12. DiGuiseppi, C. G., Thoreson, S. R., Clark, L., Goss, C. W., Marosits, M. J., Currie, D. W., & Lezotte, D. C. (2014). Church-based social marketing to motivate older adults to take balance classes for fall prevention: Cluster randomized controlled trial. Preventive Medicine, 67, 75-81. https://doi.org/10.1016/j.ypmed.2014.07.004
  13. Donovan, R., & Henley, N. (2010). Principles and Practice of Social Marketing: An International Perspective. Cambridge University Press. https://books.google.com/books?id=pM42Oqz8BuUC
  14. Fathi, M. R., Maleki, M. H., KOKSAL, C. D., Yuzbaşıoğlu, N., & Ahmadi, V. (2019). Future Study of Spiritual Tourism based on Cross Impact Matrix and Soft Systems Methodology. International journal of Tourism, Culture & Spirituality, 3(2), 19-41. https://doi.org/10.22133/ijts.2019.172098.1026
  15. Fathi, M. R., Torabi, M., & Karimi, M. (2022). The Relationship between Entrepreneurial Differentiation and Promoting Manufacturing Strategies of Sporting Goods Manufacturers-The Mediating Role of the Fear of Failure. Sports Business Journal, 2(2), 249-267. https://doi.org/10.22051/sbj.2022.41172.1036
  16. French, J., & Russell-Bennett, R. (2015). A hierarchical model of social marketing. Journal of Social Marketing, 5(2), 139-159. https://doi.org/10.1108/JSOCM-06-2014-0042
  17. Fujihira, H., Kubacki, K., Ronto, R., Pang, B., & Rundle-Thiele, S. (2015). Social Marketing Physical Activity Interventions Among Adults 60 Years and Older:A Systematic Review. Social Marketing Quarterly, 21(4), 214-229. https://doi.org/10.1177/1524500415606671
  18. Geller, E. S. (1989). Applied behavior analysis and social marketing: An integration for environmental preservation. Journal of social issues, 45(1), 17-36. https://doi.org/10.1111/j.1540-4560.1989.tb01531.x
  19. Godet, M. (2006). Creating Futures: Scenario Planning as a Strategic Management Tool. Brookings Institution Press. https://books.google.com/books?id=LF2wQwAACAAJ
  20. Houlihan, B. (2005). Public Sector Sport Policy: Developing a Framework for Analysis. International review for the sociology of sport, 40(2), 163-185. https://doi.org/10.1177/1012690205057193
  21. Huhman, M., Bauman, A., & Bowles, H. R. (2008). Initial outcomes of the VERB™ campaign: tweens' awareness and understanding of campaign messages. American Journal of Preventive Medicine, 34(6), 241-248. https://doi.org/10.1016/j.amepre.2008.03.006
  22. Jandaghi, G., Fathi, M. R., Maleki, M. H., Faraji, O., & Yüzbaşıoğlu, N. (2019). Identification of Tourism Scenarios in Turkey Based on Futures Study Approach. Almatourism, 10(20), 47-68. https://doi.org/10.6092/issn.2036-5195/9488
  23. Kamada, M., Kitayuguchi, J., Inoue, S., Ishikawa, Y., Nishiuchi, H., Okada, S., . . . Shiwaku, K. (2013). A community-wide campaign to promote physical activity in middle-aged and elderly people: a cluster randomized controlled trial. International Journal of Behavioral Nutrition and Physical Activity, 10(1), 44. https://doi.org/10.1186/1479-5868-10-44
  24. Kitunen, A., Rundle-Thiele, S., & Carins, J. (2019). Segmenting Young Adult University Student's Eating Behaviour: A Theory-Informed Approach. Nutrients, 11(11). https://doi.org/10.3390/nu11112793
  25. Kotler, P., & Zaltman, G. (1971). Social Marketing: An Approach To Planned Social Change. Journal of marketing, 35(3), 3-12. https://doi.org/10.2307/1249783
  26. Kubacki, K., Hurley, E., & Rundle-Thiele, S. (2017). A systematic review of sports sponsorship for public health and social marketing. Journal of Social Marketing, 8(1), 24-39. https://doi.org/10.1108/JSOCM-01-2017-0001
  27. Lim, W. M. (2019). Spectator sports and its role in the social marketing of national unity: Insights from a multiracial country. Journal of Leisure Research, 50(3), 260-284. https://doi.org/10.1080/00222216.2019.1590139
  28. McKenzie-Mohr, D. (2011). Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. New Society Publishers. https://books.google.com/books?id=Tp3zAgAAQBAJ
  29. Mehmet, M., Roberts, R., & Nayeem, T. (2020). Using digital and social media for health promotion: A social marketing approach for addressing co‐morbid physical and mental health. Australian Journal of Rural Health, 28(2), 149-158. https://doi.org/10.1111/ajr.12589
  30. Moradi Doliskani, N., & Atghia, N. (2021). The Role of Social Marketing in Sports Tourism Development in Tehran Province. Sports Business Journal, 1(1), 45-59. https://doi.org/10.22051/sbj.2021.36529.1003
  31. Norouzi, H., Darvish, F., & Mesbahi, M. (2021). The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods. Sports Business Journal, 1(2), 75-94. https://doi.org/10.22051/sbj.2022.38024.1017
  32. Russell, C., & Oakland, M. J. (2007). Nutrition Education for Older Adults: The Chef Charles Club. Journal of Nutrition Education and Behavior, 39(4), 233-234. https://doi.org/10.1016/j.jneb.2007.01.014
  33. Saberi, A., Fathi, M. R., Ghorbani, M., Bagheri Ragheb, G., & Köksal, C. D. (2020). Social Marketing Mix Modeling in Order to Development Sports for All. International Journal of Business Innovation and Research, 23(1), 1-17. https://doi.org/10.1504/IJBIR.2020.10022197
  34. Sauvage-Mar, C., Naylor, P.-J., Wharf Higgins, J., & VonBuchholz, H. (2019). Way2Go! Social marketing for girls' active transportation to school. Preventive Medicine Reports, 14, 100828. https://doi.org/10.1016/j.pmedr.2019.100828
  35. Stead, M., Gordon, R., Angus, K., & McDermott, L. (2007). A Systematic Review of Social Marketing Effectiveness. Health Education, 107(2), 126-191. https://doi.org/10.1108/09654280710731548
  36. Sugerman, S., Backman, D., Foerster, S. B., Ghirardelli, A., Linares, A., & Fong, A. (2011). Using an Opinion Poll to Build an Obesity-Prevention Social Marketing Campaign for Low-Income Asian and Hispanic Immigrants: Report of Findings. Journal of Nutrition Education and Behavior, 43(4, Supplement 2), S53-S66. https://doi.org/10.1016/j.jneb.2011.02.007
  37. Sun, F., Norman, I. J., & While, A. E. (2013). Physical activity in older people: a systematic review. BMC public health, 13(1), 1-17. https://doi.org/10.1186/1471-2458-13-449
  38. Swinburn, B., Millar, L., Utter, J., Kremer, P., Moodie, M., Mavoa, H., . . . de Courten, M. (2011). The Pacific Obesity Prevention in Communities project: project overview and methods. obesity reviews, 12(2), 3-11. https://doi.org/10.1111/j.1467-789X.2011.00921.x
  39. van Esch, P., von der Heidt, T., Neck, P., & van Esch, L. J. (2015). Where the dimensions of religion and mass media social marketing campaigns intersect. Asian Social Science, 11(12), 103. https://doi.org/10.5539/ass.v11n12p103
  40. Wieland, M. L., Biggs, B. K., Brockman, T. A., Johnson, A., Meiers, S. J., Sim, L. A., . . . Sia, I. G. (2020). Club fit: development of a physical activity and healthy eating intervention at a boys & girls Club after school program. The Journal of Primary Prevention, 41(2), 153-170. https://doi.org/10.1007/s10935-020-00582-4
  41. World Health Organization. (2015). Prevalence of insufficient physical activity among adults Data by country. https://apps.who.int/gho/data/view.main.2463?lang=en
آمار
تعداد مشاهده مقاله: 323
تعداد دریافت فایل اصل مقاله: 302


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب