University of Mohaghegh Ardabili Research in Sport Management and Marketing 2783-2392 3 4 2022 10 01 Participation of Students in Recreational Sports: A Research on the Application of Social Marketing 43 59 2061 10.22098/rsmm.2023.11282.1150 EN Ehsan Tatari Ph.D. in Sport Management. University Lecturer and Official Secretary of Education Rasool Norouzi Seyed Hossini Associate Professor of Sports Sciences, Faculty of Humanities, Tarbiat Modares University Manouchehr Tartari Assistant Professor of Sports Management, Payam Noor University, Tehran, Iran Journal Article 2022 08 07 Purpose: The purpose of this research was to design a model of student participation in recreational sports with a social marketing approach. <br /><br />Methods: The statistical sample of this research was all the first and second secondary schools for both boys and girls, in the whole country. The Sampling method was done by using Morgan's table. 365 students were selected as a sample through a multi-stage random sampling method. The data collection instrument was a researcher-made questionnaire whose validity and reliability were confirmed by expertise and statistical tests. After determining the validity and reliability, the questionnaires were distributed among the research samples.<br /><br />Results: The results showed that the coefficient of influence of the components related to social marketing (mixed social marketing) are high and significant values, and among all three of them, social marketing communication has a stronger and more effective coefficient (0.978) and then the cost of participation (0.961) and accessibility (0.939). Also, in the obtained model, the coefficient of influence between the culture of participation and social marketing (0.829), management (0.548), and finally participation in sports (0.597) has been reported, which indicates the importance there is a lot of participation culture. <br /><br />Conclusion: The research samples considered the management component to be very important. The final model of the research, as well as solutions to increase participation in sports with a social marketing approach are given. https://rsmm.uma.ac.ir/article_2061_d4c7a34252fd1e34219cd04dd77fab86.pdf