The use of social marketing in promoting the tendency of teachers towards Sport for all | ||
| Journal of Sociological and Managerial Analysis in sports | ||
| Volume 3, Issue 11, Autumn 2022 PDF (587.75 K) | ||
| Abstract | ||
| The present study aimed to investigate the use of social marketing in promoting the tendency of teachers toward Sport for all. The statistical population was made up of all the Administrations of Education departments of the provinces. Through the multi-stage sampling method, in the first stage, ten provinces out of the 31 provinces of the country were selected as a random cluster. Furthermore, using Morgan's table, 400 questionnaires were distributed in proportion to the population of educators in each province. Finally, 344 usable questionnaires were collected. The data collection instrument was a researcher-made questionnaire whose validity and reliability were confirmed by experts and statistical tests. Questionnaires were distributed through email, Social media, and face-to-face. The results showed that personal investment had the highest impact factor concerning social marketing (0.94). Furthermore, among the components of social marketing, participation cost had the highest impact factor (0.94). Social marketing communications (0.929) and accessibility (0.869) were in the next ranks. A high correlation was observed between social marketing and participation culture (0.775). Also, there was a significant relationship between social marketing and participation in sports (0.413, p<0.01). This shows the importance of the culture of participation. Finally, the path coefficient of social marketing on teachers' participation in sport for all was 0.572, which reports a positive and significant relationship. | ||
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