Document Type : Research Paper
Authors
1
Department of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2
Department of Sports Management, Faculty of Physical Education and Sport Siences, Allameh Tabataba'i University, Tehran, Iran.
3
Department of Motor Behavior, Physical Education and Sport Sciences Research Institute, Tehran, Iran.
Abstract
Background and Purpose
The growing global concern about physical inactivity among children and adolescents necessitates innovative approaches to promote physical literacy and sports participation. This research aimed to develop a comprehensive conceptual framework utilizing social marketing principles to address this critical public health challenge. The study was grounded in the recognition that traditional methods of promoting physical activity have shown limited success, particularly in sustaining long-term engagement among youth populations. Our framework integrates multidimensional perspectives from public health, sports pedagogy, and behavioral marketing to create a holistic approach. The theoretical foundation draws upon established models of social marketing while incorporating unique cultural and institutional factors specific to children's physical activity contexts. By focusing on social marketing as the central mechanism, this study provides novel insights into how strategic communication, product design, and behavioral incentives can be effectively combined to create sustainable physical activity patterns. The framework was designed to serve multiple stakeholders including policymakers, educators, sports organizations, and public health professionals working at the intersection of youth development and physical activity promotion. Importantly, the study emphasizes the cultural dimensions of physical literacy, recognizing that effective interventions must be contextually relevant to their target populations.
Methods
The qualitative research method was chosen with a thematic approach (thematic analysis). The participants of the research included scientific experts (university professors and researchers) and executive experts (managers and organizational experts) of the subject of the research. The number of samples was selected according to the theoretical saturation of 16 people. Sampling was also done in a theoretical (judgmental) way. The research tool was semi-exploratory interview (semi-directed) along with library and document study. The validity of the research tools and results was evaluated and confirmed based on the desirability of the scientific and executive competence of the interviewees, the validity of the content of the interview framework by expert researchers, and the level of agreement between the two coders. Multi-stage conceptual coding method was used to analyze the findings.
Results
The extracted conceptual framework included 5 general themes, 11 main themes, 42 sub-themes and 160 conceptual codes. General themes and their main themes include; The environmental base for the development of physical literacy and basic sports (environmental drivers and boys), the efficiency of the physical education system and recreational sports (institutional and organizational capacity and inter-organizational cooperation), social marketing of physical literacy and children's sports. effectiveness of social marketing processes and mix), capacity building for the development of children's physical literacy and sports (sports opportunities and environments and evolution in physical literacy mechanisms) and sustainable development of children's physical literacy and sports (promotion of physical and movement literacy, growth Sports participation and their functions were comprehensive. Particularly noteworthy findings included the identification of six key social marketing principles uniquely applicable to children's physical activity: peer modeling, incentive structuring, message framing, product bundling, place accessibility, and price sensitivity. The environmental analysis revealed three critical success factors: policy alignment, community infrastructure, and cultural values. Institutional components highlighted the importance of teacher training, curricular integration, and multi-stakeholder partnerships. The capacity building dimension emphasized innovative approaches to programming, facilities design, and family engagement.
Conclusion
This study presents a groundbreaking multidimensional framework that significantly advances theoretical and practical understanding of physical literacy promotion through social marketing. The findings demonstrate that effective implementation requires simultaneous attention to five interdependent dimensions: environmental enablers, institutional readiness, marketing sophistication, capacity development, and sustainability mechanisms. The framework's primary theoretical contribution lies in its integration of social marketing principles with physical literacy development models, creating a novel approach that addresses both individual behaviors change and systemic transformation. Practically, the research provides actionable insights for policymakers, suggesting that successful interventions should: (1) establish supportive policy environments through inter-sectoral collaboration; (2) optimize physical education systems via teacher training and curriculum enhancement; (3) implement targeted social marketing campaigns using child-centric messaging strategies; (4) develop infrastructure and programs that remove participation barriers; and (5) embed monitoring systems to ensure sustained impact. The study identifies three critical pathways for future research: investigation of digital marketing's role in physical literacy promotion, cross-cultural validation of the framework's components, and longitudinal assessment of intervention sustainability. The framework's robustness is evidenced by its alignment with contemporary theories of behavioral economics, social ecology, and positive youth development, while its practical utility is demonstrated through multiple real-world applications documented during the research process. This study fundamentally reorients physical literacy promotion from an activity-based paradigm to a holistic developmental model that recognizes the complex interplay of individual, social, and environmental factors in creating lasting behavioral change.
Article message
This study examines the role of social marketing in promoting physical literacy and increasing children's sports participation through an innovative framework. By integrating environmental, institutional, and social dimensions, the research provides practical strategies for engaging children in physical activities. The findings not only assist policymakers and coaches in designing effective programs but also propose a novel approach - based on social marketing mechanisms - for institutionalizing sports culture among future generations. This framework can serve as a foundation for transforming children's physical education systems and ensuring future community health.
Ethical Considerations
All ethical principles were strictly observed in this research. Participants voluntarily participated with full knowledge of the study's objectives, retaining the right to withdraw at any stage. Complete confidentiality of identities and collected data was maintained, with information used solely for scientific purposes. The study received approval from the relevant research ethics committee.
Authors' Contributions
This article derives from a doctoral dissertation, with research contributions from: the student (principal researcher), primary and secondary supervisors, and first and second advisory professors.
Conflict of Interest
The authors declare no conflicts of interest. All research stages – from design to implementation and analysis – were conducted with scientific impartiality following research standards. The authors confirm no financial or professional relationships that could influence the study's outcomes.
Acknowledgments
The authors sincerely thank all professors, specialists, and experts who contributed through interviews and professional consultations to complete this research. Their dedicated participation was invaluable to this study.
Keywords
Subjects
