Volume 2, Issue 2 (3-2026)
2026, 2(2): 20-45 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Momenpour Nachiani N, Majedi N, Nobakht Ramezani Z. Presenting a strategic model for the development of health and lifestyle in women using the approach of sports social marketing. Journal of Health Sciences Perspective 2026; 2 (2) :20-45
URL: http://jhsp.medilam.ac.ir/article-1-67-en.html
URL: http://jhsp.medilam.ac.ir/article-1-67-en.html
Assistant Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Islamic Azad University, Qazvin Branch, Qazvin, Iran.
Abstract: (8 Views)
The current research was conducted with the aim of explaining the role of social marketing of sports in the development of health and healthy lifestyle. The current research is based on the purpose of exploratory research, a mixed approach (qualitative-quantitative) and in terms of the foundation's data strategy. The statistical population of the research included the elites, professors and senior and middle managers of the line and staff areas of the deputy of sports and health and the ministry of sports and youth, as well as the heads of their public sports committees and the officials of sports in the field of health. Open, axial and selective coding was used to analyze the data, and this process was carried out in Maxqda software version 2020. The obtained results showed that the main category of factors affecting social marketing with the approach of women's health and lifestyle development, consists of 5 subcategories "level of health literacy", "environmental factors", "psychological factors", "the place of exercise in a person's life" and performing physical activities" and "cultural and social conditions"; The main category of social marketing strategies with the approach of women's health and lifestyle development, consisting of 3 subcategories "operational strategies", "technical strategies" and "inter-organizational operational strategies" and the main category of social marketing consequences with the approach of women's health and lifestyle development, It consists of 6 subcategories of "social health", "change in behavior", "economic consequences", "cultural consequences", "psychological consequences" and "physical consequences". It seems that sports social marketing with the approach of developing women's health and lifestyle in general improves the social health of society. The manifestation of this social health can be seen in the development of people, especially in sports, increasing identity, participation, acceptance, cohesion, prosperity and social solidarity, respect for the rights of others, strengthening group spirit, rule of law, strengthening social relations, social responsibility and internalizing norms. Socially observed
Keywords: social marketing, health development, lifestyle, facilitating physical activity tools, positive perceptions of physical activity, media literacy, information sources
Type of Study: Research |
Subject:
School Health
Received: 2026/01/2 | Accepted: 2026/02/25 | Published: 2026/03/25
Received: 2026/01/2 | Accepted: 2026/02/25 | Published: 2026/03/25
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |