Participation of Students in Recreational Sports: A Research on the Application of Social Marketing

Document Type : Original Article

Authors

1 Ph.D. in Sport Management. University Lecturer and Official Secretary of Education

2 Associate Professor of Sports Sciences, Faculty of Humanities, Tarbiat Modares University

3 Assistant Professor of Sports Management, Payam Noor University, Tehran, Iran

Abstract

Purpose: The purpose of this research was to design a model of student participation in recreational sports with a social marketing approach.

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.

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.

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.

Keywords

References

  • Antoni, M., Klouche, S., Mas, V., Ferrand, M., Bauer, T., & Hardy, P. (2016). Return to recreational sport and clinical outcomes with at least 2 years follow-up after arthroscopic repair of rotator cuff tears. Orthopaedics & Traumatology: Surgery & Research, 102(5), 563-567.
  • Bell, B., & Blakey, P. (2010). Do boys and girls go out to play? Women's football and social marketing at EURO 2005. International Journal of Sport Management and Marketing, 7(3-4), 156-172.
  • Black, A. M., Meeuwisse, D. W., Eliason, P. H., Hagel, B. E., & Emery, C. A. (2021). Sport participation and injury rates in high school students: A Canadian survey of 2029 adolescents. Journal of safety research, 78, 314-321.
  • Bogar, C. T. (2008). Trends in collegiate recreational sports facilities. The Sport Journal, 11(4).
  • Carmen, Q. (2016). Sport for all: a bridge to equality, integration and social inclusion. Committee on Committee on Culture. Science, Education and Media, 1-16.
  • Collins, M. F. (2011). Leisure cards in England: an unusual combination of commercial and social marketing? Social Marketing Quarterly, 17(2), 20-47.
  • Cramer, H., Sibbritt, D., Park, C. L., Adams, J., & Lauche, R. (2017). Is the practice of yoga or meditation associated with a healthy lifestyle? Results of a national cross-sectional survey of 28,695 Australian women. Journal of psychosomatic research, 101, 104-109.
  • Domegan, C. T. (2008). Social marketing: implications for contemporary marketing practices classification scheme. Journal of business & industrial marketing.
  • Douglas Evans, W. (2007). The 5-4-3-2-1 Go! intervention: Social marketing for nutrition. Journal of Nutrition Education and Behavior, 39, 1.
  • Eagle, L., Osmond, A., McCarthy, B., Low, D., & Lesbirel, H. (2017). Social marketing strategies for renewable energy transitions. Australasian Marketing Journal (AMJ), 25(2), 141-148.
  • Ehrlich, S., Hedderson, M., Brown, S., Sternfeld, B., Chasan-Taber, L., Feng, J., Adams, J., Ching, J., Crites, Y., & Quesenberry, C. (2017). Moderate intensity sports and exercise is associated with glycaemic control in women with gestational diabetes. Diabetes & metabolism, 43(5), 416-423.
  • Elliott, D., & Hoyle, K. (2014). An examination of barriers to physical education for Christian and Muslim girls attending comprehensive secondary schools in the UK. European Physical Education Review, 20(3), 349-366.
  • Finnell, K. J., John, R., & Thompson, D. M. (2017). 1% low-fat milk has perks!: An evaluation of a social marketing intervention. Preventive medicine reports, 5, 144-149.
  • Fujihira, H., Kubacki, K., Ronto, R., Pang, B., & Rundle-Thiele, S. (2015). Social marketing physical activity interventions among adults 60 years and older: a systematic review. Social Marketing Quarterly, 21(4), 214-229.
  • Gordon, R., Dibb, S., Magee, C., Cooper, P., & Waitt, G. (2018). Empirically testing the concept of value-in-behavior and its relevance for social marketing. Journal of Business Research, 82, 56-67.
  • Hallmann, K., & Giel, T. (2018). eSports–Competitive sports or recreational activity? Sport management review, 21(1), 14-20.
  • Hataminejad, H., Purahmad, A., Ghalibaf, M., Rahnamaei, M., & Hosseini, S. A. (2014). Development of Urbanization Dimensions with Social Marketing School Approach [Research]. Journal of Urban Economics and Management, 2(8), 79-96. http://iueam.ir/article-1-87-fa.html
  • Hu, J., Xia, Q., Jiang, Y., Zhou, P., & Li, Y. (2015). Risk factors of indoor fall injuries in community-dwelling older women: a prospective cohort study. Archives of gerontology and geriatrics, 60(2), 259-264.
  • Kamada, M., Kitayuguchi, J., Inoue, S., & Shiwaku, K. (2012). Community-wide campaign using social marketing to promote physical activity in middle and old-aged people: A cluster randomized controlled trial. Journal of Science and Medicine in Sport, 15, S206.
  • Kashkar, S., Ghasemi, H., & Kargar, G. (2015). Defining sports culture and its components based on the opinions of experts, athletes and people involved in sports in Iran. Organizational behavior management studies in sports, 3(23), 11-22.
  • Keshkar, S. (2008). Analysis of factors preventing women from participating in recreational sports activities in Tehran Tarbiat Modares University]. Tehran, Iran.
  • Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.
  • Khatibzadeh, M. (2014). Designing a model of regular participation process in leisure time sports activities Tarbiat Modares University]. Tehran, Iran.
  • khodadad, h., & mosayebi, a. (2015). An Investigation of the Effect of Sport Clubs Reputation on Fans' Behavior Changing with a Social Marketing Approach. Journal of Sport Management, 6(4), 627-642. https://doi.org/10.22059/jsm.2015.53115
  • Kim, Y., Liu, Y., & Shan, Z. (2017). Beyond touchdown: College students’ sports participation, social media use, college attachment, and psychological well-being. Telematics and Informatics, 34(7), 895-903.
  • Kubacki, K., Rundle-Thiele, S., Lahtinen, V., & Parkinson, J. (2015). A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014). Young Consumers, 16(2), 141-158.
  • Li, Y.-M., Lai, C.-Y., & Lin, L.-F. (2017). A diffusion planning mechanism for social marketing. Information & Management, 54(5), 638-650.
  • McGannon, K. R., & Smith, B. (2015). Centralizing culture in cultural sport psychology research: The potential of narrative inquiry and discursive psychology. Psychology of sport and exercise, 17, 79-87.
  • Monazami, M., Alam, S., & Boushehri, N. (2011). The Identification of Effective Factors in the Development of Women's Physical Education and Sport in Islamic Republic of Iran. Journal of Sport Management, 3(10), -. https://jsm.ut.ac.ir/article_23799_a50d6d1caf276f6643bdb0878ecfb006.pdf
  • Mousavi, M., & Jafari, F. (2019). strategies to increase the participation of female students in sports activities the third national conference of student sports achievements, Sanandej, Kordestan, Iran.
  • Najaf zadeh, M. r., Njafzadeh, F. l., Rostami, M., & Morseli, J. (2012). Investigating and Identifying some Factors Effective on the Development of Women's Sports Marketing in West Azerbaijan Province. The Journal of Productivity Management, 6(1(20)), 127-144. https://jpm.tabriz.iau.ir/article_519380_fb4deb1def8e009efbfbdffbf84644a6.pdf
  • norouzi, a., maleki, a., Parsamehr, M., & ghasemi, h. (2018). The Relationship between Socio-Economic Status and Type and Degree of Sport Participation (Case Study: Women in Ilam). Quarterly Journal of Social Development (Previously Human Development), 13(1), 119-148. https://doi.org/10.22055/qjsd.2018.14016
  • Rahnamai, M., & Aghaei, L. (2008). The role of municipalities in the development of sports spaces for citizens to spend their free time (case study of the 6th region of Tehran Municipality). journal of the Iranian Geography 7(22), 25-40.
  • Ramirez, A. S., Rios, L. K. D., Valdez, Z., Estrada, E., & Ruiz, A. (2017). Bringing produce to the people: implementing a social marketing food access intervention in rural food deserts. Journal of Nutrition Education and Behavior, 49(2), 166-174. e161.
  • Rosenberger, R. S., Bergerson, T. R., & Kline, J. D. (2009). Macro-linkages between health and outdoor recreation: The role of parks and recreation providers. Journal of Park and Recreation Administration. 27 (3): 8-20., 27(3), 8-20.
  • Ali Asghar, H. M., Ghadimi. Bahram (2011). Sports and Tehrani Citizens. Society and Culture Publications.
  • Sampogna, G., Bakolis, I., Evans-Lacko, S., Robinson, E., Thornicroft, G., & Henderson, C. (2017). The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009–2014 Time to Change programme. European Psychiatry, 40, 116-122.
  • shams, f., ehsani, m., saffari, m., & aroufzad, s. (2021). Consequences of Students Participation in Sports activities at Schools of Iran. Sport Sciences Quarterly, -.
  • Tatari, E., Ehsani, M., Noruozi Seyed Hosini, R., & Kuzechian, H. (2019). Designing a model of participation in recreational sports with a social marketing approach. Applied Research in Sport Management, 7(4), 87-98.
  • (2000). Understanding of Sports Centers in Tehran City.
  • Weber, A. E., Kuhns, B. D., Cvetanovich, G. L., Grzybowski, J. S., Salata, M. J., & Nho, S. J. (2017). Amateur and recreational athletes return to sport at a high rate following hip arthroscopy for femoroacetabular impingement. Arthroscopy: The Journal of Arthroscopic & Related Surgery, 33(4), 748-755.
  • Wicker, P. (2017). Volunteerism and volunteer management in sport. Sport management review, 20(4), 325-337.
  • Williams, G. C., Burns, K. E., Battista, K., de Groh, M., Jiang, Y., & Leatherdale, S. T. (2020). High school sport participation and substance use: a cross-sectional analysis of students from the COMPASS study. Addictive behaviors reports, 12, 100298.

  • Hasanzadeh, N., Moharramzadeh, M., & Naghizadeh-Baghi, A. (2021). Needs Assessment and Reasons for Consuming Food Supplements for Body-Building and Weightlifting Athletes in Ardabil Province. Research in Sport Management and Marketing, 2(1), 10-23. doi: 10.22098/rsmm.2021.1255

 

Research in Sport Management and Marketing
Volume 3, Issue 4
October 2022
Pages 43-59

Files

Share

How to cite

Statistics