مطالعات مدیریت ورزشی

ارائه چارچوب بازاریابی اجتماعی تغییر رفتار مرتبط با فعالیت بدنی در سالمندان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری/دانشگاه صنعتی شاهرود، شاهرود، ایران

2 دانشیار مدیریت ورزشی/دانشگاه صنعتی شاهرود، شاهرود ایران

3 دانشیار مدیریت ورزشی/دانشگاه صنعتی شاهرود، شاهرود، ایران

4 دانشیار مدیریت ورزشی/دانشگاه الزهرا، تهران، ایران

چکیده
بازاریابی اجتماعی به دنبال توسعه رویکردهایی سازنده، برای حمایت از اصلاح و بهبود رفتارهای مردم است. هدف پژوهش حاضر ارائه مدل بازاریابی اجتماعی به‌منظور تغییر رفتار مرتبط با فعالیت بدنی در سالمندان بود. تحقیق حاضر، ازنظر هدف، کاربردی و به لحاظ ماهیت، کیفی و با رویکرد فراترکیب بود. با استفاده از روش مطالعات کتابخانه‌ای به‌ مرور اسناد ( کتب، مقالات، رساله‌ها و صفحات وب) مختلف از سال 2019-2000 پرداخته‌ شد. پس از طی چند مرحله غربالگری درنهایت 44 منبع کدگذاری شد و تم‌ها و مقولات اصلی به دست آمد. پایایی درونی با استفاده از شاخص کاپا معادل 674/0 به‌دست آمد(001/0p

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Providing a Behavior Change Social Marketing Framework for Physical Activity in the Elderly

نویسندگان English

  • Zahra Rohani 1
  • reza andam 2
  • Hassan Bahrololoum 3
  • zhaleh memari 4
1 PhD student/ Shahrood University of Technology, Shahrood, Iran
2 Association of sport management, Shahrood University of Technology,shahrood,iran
3 Association of sport management, Shahrood University of Technology, shahrood,Iran
4 Association of sport management, Alzahra University,Tehran,Iran
چکیده English

Social marketing seeks to develop constructive approaches to support the improvement of people's behavior. The purpose of this study was to present a social marketing model designed to change the behavior related to physical activity among the elderly. This study is practical and qualitative using a meta-synthesis approach. Using library studies method, the researcher reviewed different documents (books, articles, thesis & web pages) between 2000 and 2019. After screening stages, 44 sources were finally coded, and the main themes were identified. Internal reliability was obtained using Kapa index equal to 0.674 (p

کلیدواژه‌ها English

  • Social Marketing
  • Behavior Change
  • Elderly
  • Physical Activity
  • Meta-synthesis
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مطالعات مدیریت ورزشی
دوره 15، شماره 77
فروردین و اردیبهشت 1402
صفحه 65-98

  • تاریخ دریافت 26 بهمن 1398
  • تاریخ بازنگری 17 خرداد 1399
  • تاریخ پذیرش 04 تیر 1399

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