Oral / Poster Presentation File
1دانشچوی کارشناسی ارشدمدیریت ورزشی گرایش اوقات فراغت دانشگاه بین المللی امام رضا مشهد
2imam reza international university, sport science department.
Social marketing is the latest and most recent concept among the five marketing philosophies. The goal of social marketing is not just the exchange process; Rather, it has a higher purpose and destination, and that is to influence the actions and behavior of individuals in society. On the other hand, the development and continuation of a social marketing program in the field of civic sports activities in the sports sector also requires active participation. People's participation in social activities, including sports marketing activities, is influenced by their beliefs, motivations and awareness.
analysis method:
The research method used in this research is interviews with experts. For this purpose, we selected 10 audiences of sports complexes affiliated with clubs and sports coaches based on the snowball strategy for deep unstructured competitions and the data simultaneously. They were analyzed using a set of open, selective and theoretical codings. One of the categories that the interviewees took for granted in order to increase public participation through social marketing was coherent, strong and continuous management in this field.
findings:
According to the research findings in the effective factors of social marketing, we can point to the impact of social networks on technical and sports variables and socio-cultural variables, each of which is effective in attracting citizen participation. Sports interests and the removal of barriers to sports clubs were identified as deterrents.
Conclusion:
The results of this study show that among the marketing mix factors, product, price and location are more important, respectively. Therefore, by recognizing the position and importance of each of these components and determining the appropriate strategy to lead it, we can have a useful help in attracting new customers and retaining old customers. Customers and citizens will continue to do so, which in turn will lead to the continuation and growth of social sports marketing and attract the participation of individuals.
