Identifying indicators affecting the development of health and lifestyle using the social marketing approach in sport
The aim of this research was to identify the effective indicators on the development of health and lifestyle using the social marketing approach in sport. The present research based on the paradigm was interpretative research, from the perspective of the goal fundamental and exploratory one, and it was a qualitative research that hidden content analysis tactics was used. The statistical population of this research was professors of sports management, senior and middle managers of the line and staff areas of the deputy of sports and health and the ministry of sports and youth, the heads committees of public sports and the officials of sports in the field of health and sports marketing specialists. By using the purposeful sampling method 15 people were considered as the sample. The data collection method was in-depth and semi-structured interviews, and after theoretical saturation by using the results of recoding, the reliability of 0.78. was calculated for the interviews. The results showed that among the 88 primary propositions with a frequency of 110, 5 main categories and 18 concepts were counted as effective indicators on sports social marketing with the approach of health development and lifestyle. The results of the Shannon matrix showed that the position of exercise in a person's life and doing physical activities with an importance coefficient of 30 had the most frequency among the counted categories. After that, the categories of environmental and cultural and social conditions had the highest importance coefficients among the categories with 24 and 23 importance coefficients, respectively. Officials in the field of health and wellness, as well as the Ministry of Youth Sports, should interact with advertising organizations and national and social media in order to improve the level of individual knowledge of families and individuals and their education level, media literacy and information sources, taking into account social factors.