Document Type : Original Article
Authors
1
PhD Sport Management of Islamic Azad University, Ayatollah Amoli, Amol, Iran
2
Assistant Professor of Islamic Azad University, Ayatollah Amoli, Amol, Iran
3
Assistant Professor of sport management Group, Physical Education and Sport Sciences Faculty, shomal university, Amol, Mazandaran, Iran.
4
Assistant Professor of Physical Education and Sport Sciences Research Institute, Tehran, Iran
10.48301/kssa.2022.316302.1854
Abstract
The purpose of this study was to design a stable participation pattern in student sports with a social marketing approach. The present research is a mixed study (qualitative-quantitative). In this regard, the statistical population of the qualitative sector includes all experts, managers, officials, and experts in the field of sports marketing and specialists who did research in the field of social marketing and student sports that have been sampled as snow bullets and to saturation (17 people). The interview experts were semi-structured. In this research, Systems Strauss and Corbin methods were used to encrypting interviews and coded by MAXQDA software. Also, to validate the coding process and quality control of the codes extracted in the qualitative section of Cohen's Cohen's index, which was calculated to be 0.793 and a valid agreement level. In the quantitative section of the statistical population, all students participated in the Student Tournament. According to the Georgie and Morgan table, 384 people are considered as a statistical sample. The data collected by SPSS software was tested and the components of each section (causal, land, intervention, strategic, and outcomes) were separately identified after the components of the component analysis were performed by AMOS software. The results showed that the social marketing approach is one of the effective models for the sustainable development of student sports in our community.
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