Research on Educational Sport

Modeling the Social Marketing Dimensions in Students' Tendency to Exercise and Weight Control

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.

Keywords

Main Subjects

  1. 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.
  2. 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.
  3. Anderson, P. (2002). Assessment and development of executive function (EF) during childhood. Child neuropsychology, 8(2), 71-82.
  4. 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.
  5. 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).
  6. Donovan,R..& Henley,N.(2010).Principles and practice of marketing: an international perspective. Cambridge university press.
  7. Douglas Evans, W. (2007). The 5-4-3-2-1 Go! intervention: Social marketing for nutrition. Journal of Nutrition Education and Behavior, 39, 1.
  8. 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.
  9. 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.
  10. Finnella,K, J. Johna, R. Thompson, D (2017). 1% low-fat milk has perks!: An evaluation of asocial marketing intervention. Volume 5, 144–149.
  11. 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.
  12. 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.
  13. 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).
  14. 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.
  15. 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.
  16. 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).
  17. 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.
  18. 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.
  19. 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).
  20. 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).
  21. 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.
  22. 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.
  23. 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.
  24. 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.
  25. 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.
  26. Lefebvre, R., & Flora, J. A. (2011). Social marketing and public health intervention. Health education quarterly, 15(3), 299-315.
  27. Luca, N. R., & Suggs, L. S. (2010). Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly, 16(4), 122-149.
  28. 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.
  29. Milicevic, N., Djokic, I., Djokic, N., & Grubor, A. (2022). Social Marketing in Promoting Sustainable Healthy Lifestyle among Student Population. Sustainability, 14(3), 1874.
  30. 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).
  31. 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).
  32. Morris, Z S. & Clarkson, P J. (2009). Does social marketing provide a framework for changing healthcare practices? Health policy, (91):135-141.
  33. 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.
  34. 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.
  35. 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).
  36. 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.
  37. Robert, E. M. (2016). Physical, Social, Emotional & Intellectual Benefits of Outdoor Recreation.
  38. 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).
  39. 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).
  40. 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).
  41. 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.
  42. 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.
  43. 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).
  44. 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.
  45. 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.
Research on Educational Sport
Volume 11, Issue 33
February 2024
Pages 17-38

  • Receive Date 29 December 2021
  • Revise Date 10 September 2022
  • Accept Date 09 October 2022

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us