Document Type : Research Paper
Authors
1 Master of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Iran
2 Associate Professor in Sport Management, University of Tehran
3 Assistant Professor of Sport Management Department, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.
Abstract
Regular exercise and physical activity in all stages of life,especially in childhood and adolescence,has an important role in determining the health and future lifestyle of individuals because the recognition of physical talents and abilities is formed in this period and is completed during the future life.Therefore,the purpose of this study was to model the dimensions of social marketing in students' tendency to exercise and weight control.The present study was applied in terms of purpose and descriptive-survey data collection.The statistical population of the study was the senior managers of the Physical Education Office of the Ministry and the General Departments of Education of the provinces.The statistical sample was a total of 150 people.The data collection tool was a researcher-made questionnaire.To analyze the research data, descriptive statistics were used to determine the variables through Friedman test using SPSS23 software and in inferential statistics section,structural equation modeling using Smart PLS software was used.Based on the results of the research model,it was observed that the dimensions of social marketing in the tendency to exercise and weight control have a desirable and significant fit.The results also showed that the priority of social marketing dimensions in students' tendency to sports activities and weight control,including the general public,offer,accessibility,participation costs, partner creation,policy and policy and social communication,respectively.It is hoped that coaches,teachers and sports agents in the country will use this approach to further improve the health of students.
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