Title: Social marketing mix modelling in order to development sports for all

Authors: Ali Saberi; Mohammad Reza Fathi; Mohammad Hossein Ghorbani; Ghodratollah Bagheri Ragheb; Can Deniz Köksal

Addresses: Department of Management and Accounting, College of Farabi, University of Tehran, P.O. Box 3718117469, Qom, Iran ' Department of Management and Accounting, College of Farabi, University of Tehran, P.O. Box 3718117469, Qom, Iran ' Department of Management and Accounting, College of Farabi, University of Tehran, P.O. Box 3718117469, Qom, Iran ' Department of Management and Accounting, College of Farabi, University of Tehran, P.O. Box 3718117469, Qom, Iran ' Department of Management and Accounting, College of Farabi, University of Tehran, P.O. Box 3718117469, Qom, Iran

Abstract: The purpose of this research was to designing social marketing mix model for the development of the sport for all. The statistical population in this research was all experts in the academic or executive. The data collection tool in the first stage was interviewing and later coding and identifies themes and indicators and questionnaires codification and was used for designing and validation model. Analysis of data in the qualitative section was themes analysis. The results of the themes analysis showed that social marketing mix consisted of 6P (product, place, price, promotion, people, and physical evidence). Also the results of confirmatory factor analysis showed that model was good fit, also the identified factors were not in desirable conditions. Based on the results, attendants of the development of sport for all and health promotion in the country with a marketing approach to sports and physical activity could use social marketing mix element in order to increase participation in sport and physical activity.

Keywords: social marketing mix; theme analysis; sports for all; confirmatory factor analysis.

DOI: 10.1504/IJBIR.2020.109317

International Journal of Business Innovation and Research, 2020 Vol.23 No.1, pp.1 - 17

Received: 26 Feb 2019
Accepted: 28 Mar 2019

Published online: 18 Aug 2020 *

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