Document Type : Research Paper
Authors
1 PhD student , department of sport management , university of Tehran Alborz campus , Tehran , Iran
2 Professor of Sport Management Department, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.
3 Associate Professor, Department of Sport Management, Faculty of Sport and Health Sciences, University of Tehran, Tehran, Iran
Abstract
This study aimed to develop a model for enhancing the role of parents in promoting physical activity among children and adolescents through social marketing. The research employed a qualitative approach based on grounded theory using Glaser’s methodology. Data were collected through semi-structured interviews with 15 experts in sports marketing, coaches, psychologists, and physical education teachers. The data were analyzed using open, axial, and selective coding, resulting in 25 subcategories and 133 concepts categorized into 8 main themes. The findings indicated that parents could significantly influence their children's participation in physical activities through role modeling, providing emotional and financial support, fostering parent-child interactions, and shaping positive attitudes toward sports. Additionally, the use of technology and digital media, incentive-based programs, and comprehensive national policies were identified as effective social marketing tools to promote a sports culture and reduce social and economic barriers. Key challenges, such as economic constraints, cultural and social norms, especially the high costs of sports and gender-based attitudes, were among the most significant obstacles identified. The study concludes that a comprehensive and multidimensional model that integrates families, communities, and governmental organizations can significantly contribute to fostering a culture of sports and improving the physical and mental health of children and adolescents. It is recommended that governments and non-governmental organizations (NGOs) design interactive social marketing campaigns and provide support for parents, such as skill-based training and financial assistance, to strengthen their role in this process.
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