Document Type : Research Paper
Authors
1
PhD student, of Sports Management, Science and Research branch,, Islamic Azad University, Tehran, Iran
2
Professor, Department of Sports Management, Allameh Tabatabaei University, Tehran, Iran.
3
Assistant Professor, Department of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.
4
Professor, Department of Physical Education and Sport Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.
5
Associate Professor, Department of Motor Behavior, Physical Education and Sport Sciences Research Institute, Tehran, 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
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