نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، ایران
2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی ،دانشگاه تهران، ایران
3 استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
چکیده
تمرین و فعالیت بدنی منظم در تمامی دوره های زندگی به ویژه در دوران کودکی و نوجوانی، نقش مهمی در تعیین تندرستی و سبک زندگی آتی افراد دارد بدین جهت که شناخت استعدادها و توانایی های بدنی در این دوره شکل گرفته و طی زندگی آتی فرد تکمیل می شود.لذا هدف پژوهش حاضر مدل سازی ابعاد بازاریابی اجتماعی در گرایش دانش آموزان به فعالیت ورزشی و کنترل وزن بود .تحقیق حاضر از نظر هدف کاربردی و از نظر گردآوری اطلاعات توصیفی- پیمایشی بود. جامعه آماری تحقیق را مدیران ارشد دفتر تربیت بدنی وزارت و ادارات کل آموزش و پرورش استان ها بودند. نمونه آماری بصورت کل شمار 150 نفر در نظر گرفته شد. ابزار گردآوری اطلاعات، پرسشنامه محقق ساخته ای بود. برای تجزیه و تحلیل داده‌های تحقیق از آمار توصیفی و همچنین به منظورتعیین بین متغیرها از طریق آزمون فریدمن از نرم افزار SPSS23 و در بخش آمار استنباطی از مدل معادلات ساختاری از نرم افزار Smart PLS استفاده شد. براساس نتایج مدل تحقیق مشاهد شد که ابعاد بازاریابی اجتماعی در گرایش به فعالیت ورزشی و کنترل وزن برازش مطلوب و معنی داری دارد. همچنین نتایج تحقیق نشان داد اولویت ابعاد بازاریابی اجتماعی در گرایش دانش‌آموزان به فعالیت‌های ورزشی و کنترل وزن به ترتیب شامل عموم مردم ، پیشنهاد، قابلیت دسترسی، هزینه مشارکت، ایجاد شرکا، سیاست و خط مشی و ارتباطات اجتماعی می‌باشد. امید است که مربیان و معلمان و عوامل ورزشی کشور از این رویکرد جهت ارتقاء سلامتی دانش آموزان بیشتر استفاده کنند.
کلیدواژه‌ها
موضوعات
- Ahrens, K., Kent, C. K., Montoya, J. A., Rotblatt, H., McCright, J., Kerndt, P., & Klausner, J. D. (2006). Healthy Penis: San Francisco's social marketing campaign to increase syphilis testing among gay and bisexual men. PLoS medicine, 3(12), 474.
- Almendarez, I. S., Boysun, M., & Clark, K. (2004). Thunder and lightning and rain: A Latino/Hispanic diabetes media awareness campaign. Family & community health, 27(2), 114-122.
- Anderson, P. (2002). Assessment and development of executive function (EF) during childhood. Child neuropsychology, 8(2), 71-82.
- Baptista, N., Alves, H., & Pinho, J. C. (2022). Uncovering the use of the social support concept in social marketing interventions for health. Journal of Nonprofit & Public Sector Marketing, 34(1), 1-35.
- Debsi, M. (2019), Identifying the components of social marketing of Ahvaz Sports and Youth Administration in the development of public sports ", Master Thesis, Department of Physical Education and Sports Sciences, Shahid Chamran University of Ahvaz. (Persian).
- Donovan,R..& Henley,N.(2010).Principles and practice of marketing: an international perspective. Cambridge university press.
- Douglas Evans, W. (2007). The 5-4-3-2-1 Go! intervention: Social marketing for nutrition. Journal of Nutrition Education and Behavior, 39, 1.
- Eaglea, L., Osmond, A., McCarthy, B., Low, D., & Lesbirel, H. (2017). Social marketing strategies for renewable energy transitions. Australasian Marketing Journal (AMJ), 17 (7), 321-40.
- Evans, W. D., Christoffel, K. K., Necheles, J. W., & Becker, A. B. (2010). Social marketing as a childhood obesity prevention strategy. Obesity, 18(n1s), S23.
- Finnella,K, J. Johna, R. Thompson, D (2017). 1% low-fat milk has perks!: An evaluation of asocial marketing intervention. Volume 5, 144–149.
- 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.
- Gallivan, J., Lising, M., Ammary, N. J., & Greenberg, R. (2007). The national diabetes education program's “Control Your Diabetes. For Life.” campaign: Design, implementation, and lessons learned. Social Marketing Quarterly, 13(4), 65-82.
- Ghorbani, M.H; Momenpour, N; Nubakht Ramezani, N. and Shayegan, J. (2020), Identifying and prioritizing the factors affecting the development of social marketing in student sports, Sixth National Conference on Sports Science and Physical Education, Association for the Development and Promotion of Basic Sciences and Technologies. (Persian).
- 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.
- Guidry, J. P., Waters, R. D., & Saxton, G. D. (2014). Moving social marketing beyond personal change to social change: Strategically using Twitter to mobilize supporters into vocal advocates. Journal of Social Marketing.
- Hamidi, Mehrzad, (2020), Control of overweight and obesity of students in the country with social marketing, Fifth National Conference of the Iranian Scientific Association of Sports Management, Tehran. (Persian).
- Inoun, Y., & Kent, A. (2012). Investigating the role of corporate credibility in
corporate social marketing: A case study of environmental initiatives by professional
sport organization. Sport Management Review, 15(3), 330-334. - Issock, P. B. I., Roberts-Lombard, M., & Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing.
- Jahan Tabnejad, A. (2017), Analysis of factors affecting the development of basic sports in primary schools in Ahvaz, Shahid Chamran University of Ahvaz, Faculty of Physical Education and Sports Sciences. (Persian).
- Javadi, M. (2013), The Impact of Education Based on Social Marketing, Students' Attitudes Toward Sports and Physical Activity, M.Sc. Thesis, Department of Physical Education and Sport Sciences, Faculty of Humanities, University of Science and Culture. (Persian).
- Johnson, S. L., Bellows, L., Beckstrom, L., & Anderson, J. (2007). Evaluation of a social marketing campaign targeting preschool children. American journal of health behavior, 31(1), 44-55.Journal of the Academy of Marketing Science, 40(1), 53-73.
- Kamada, M., Kitayuguchi, J., Inoue, S., & Shiwaku, K. (2012). Community-wide campaign using social marketing to promote physical activity in middle and old-aged people: A cluster randomized controlled trial. Journal of Science and Medicine in Sport, 15, S206.
- Kubacki, K., Ronto, R., Lahtinen, V., Pang, B. and Rundle-Thiele, S. (2017), "Social marketing interventions aiming to increase physical activity among adults: A systematic review", Health Education, 117(1), 69-89.
- Ladeira, R., Mello, R. C., & Larocca, M. T. G. (2017). An approach to understand social marketing unexplored potential. Revista Pensamento Contemporâneo em Administração, 11(5), 140-152.
- Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing.
- Lefebvre, R., & Flora, J. A. (2011). Social marketing and public health intervention. Health education quarterly, 15(3), 299-315.
- Luca, N. R., & Suggs, L. S. (2010). Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly, 16(4), 122-149.
- Luecking, C. T., Hennink‐Kaminski, H., Ihekweazu, C., Vaughn, A., Mazzucca, S., & Ward, D. S. (2017). Social marketing approaches to nutrition and physical activity interventions in early care and education centres: a systematic review. Obesity Reviews, 18(12), 1425-1438.
- Milicevic, N., Djokic, I., Djokic, N., & Grubor, A. (2022). Social Marketing in Promoting Sustainable Healthy Lifestyle among Student Population. Sustainability, 14(3), 1874.
- Mohammadi, Nasser and Shahram Rafifar (2005) Comprehensive health education curriculum. social marketing. Tehran University of Medical Sciences and Health Services. Volume eight. First Edition. (Persian).
- Momenpour, Nasrin (2017), "Identification and prioritization of factors affecting the development of social marketing in student sports," Master Thesis in Sports Management, Department of Physical Education and Sports Science, Alborz University. (Persian).
- Morris, Z S. & Clarkson, P J. (2009). Does social marketing provide a framework for changing healthcare practices? Health policy, (91):135-141.
- Mousavi, S A., Sheikh Fathollahi, M., Vaziriynejad, R, & Rezaiyan, M. (2019). Prevalence of Obesity and Overweight in Preschool Children of Rafsanjan City, Iran, in 2018: A Short Report. JRUMS; 18 (9), 951-958.
- Owen, N., Healy, G. N., Matthews, C. E., & Dunstan, D. W. (2010). Too much sitting: the population-health science of sedentary behavior. Exercise and sport sciences reviews, 38(3), 105.
- Rabinejad, Sharifeh (2015), The relationship between the level of physical activity, nutritional status and sedentary behavior of adolescent female students in Rasht, Master Thesis in Sports Management, University of Guilan. (Persian).
- Ramirez, A. S., Rios, L. K. D., Valdez, Z., Estrada, E., & Ruiz, A. (2017). Bringing produce to the people: implementing a social marketing food access intervention in rural food deserts. Journal of nutrition education and behavior, 49(2), 166-174.
- Robert, E. M. (2016). Physical, Social, Emotional & Intellectual Benefits of Outdoor Recreation.
- Saberi, A., Bagheri, gh., Yazdani, H.M., & Alidoust, GH. (2018). Understanding the process of formation of social marketing for the development of sport for all. Research on Educational Sport, 6(15), 293-316. doi: 10.22089/res.2018. (persian).
- Saffary, Z., Memari, Z., Saadati, M. (2019). A Study of the Programs for Promoting Sports & Physical Activity in Elementary Schools by Social Marketing Approach. Applied Research in Sport Management, 7(3), 97-111. doi: 10.30473/arsm.2019.39575.2679. (Persian).
- Saffari, Zahra (2015), Evaluation of sports programs and physical activities in public elementary schools in Tehran with a social marketing approach, Master Thesis, Department of Physical Education and Sports Sciences; Faculty of Physical Education and Sports Sciences, Al-Zahra University. (Persian).
- Scarapicchia, T. M., Sabiston, C. M., Brownrigg, M., Blackburn-Evans, A., Cressy, J., Robb, J., & Faulkner, G. E. (2015). MoveU? Assessing a social marketing campaign to promote physical activity. Journal of American college health, 63(5), 299-306.
- Sundari, H. (2017). Classroom interaction in teaching English as foreign language at lower secondary schools in Indonesia. Advances in language and Literary Studies, 8(6), 147-154.
- Tavakoli, Nahid; Jabbari, Alireza; Samui, Rahela; Mir Abdollahi, Mansoureh Sadat (2014), The role of social marketing in the prevention and control of obesity, National Conference on Marketing Research March 24, 2015, Shahid Beheshti International Conference Center, Tehran. (Persian).
- Thackeray, R., Fulkerson, K. N., & Neiger, B. L. (2012). Defining the product in social marketing: An analysis of published research. Journal of Nonprofit & Public Sector Marketing, 24(2), 83-100.
- Xia, Y., Deshpande, S., & Bonates, T. (2016). Effectiveness of social marketing interventions to promote physical activity among adults: a systematic review. Journal of Physical Activity and Health, 13 (11), 1263-1274.
)