Research on Educational Sport

Conceptual Framework for Promoting Physical Literacy and Sports Participation Among Children with a Social Marketing Approach

Articles in Press

Document Type : Research Paper

Authors

Arghavan Hassanzadeh 1
Habib Honari 2
Mohsen Bagherian Farah Abadi 3
Ali Mohammad Safania 4
saleh rafiee 5

1 PhD student in Sports Management, Islamic Azad University, Science and Research branch, Tehran, Iran

2 tabatabayi

3 Assisstant Professor at Islamic Azad University, Science and Research Branch, Tehran, Iran

4 Professor, Department of Physical Education and Sport Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.

5 Assistant Professor of Sport Science Research Institute of Iran

10.22089/res.2025.17314.2558
Abstract
The aim of the current research was to provide a conceptual framework for using social marketing to promote physical literacy and sports participation among children and adolescents. 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. Multi-stage conceptual coding method was used to analyze the findings. 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. Based on the findings, it can be said that using social marketing to promote physical literacy and children's sports participation is a multidimensional process

Keywords

Physical Literacy
Physical Activity
Children's Sports
Social Marketing

Main Subjects

Research on Educational Sport

Articles in Press, Accepted Manuscript
Available Online from 16 July 2025

  • Receive Date 06 October 2024
  • Revise Date 11 May 2025
  • Accept Date 15 July 2025

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