en School Health School Health پژوهشي Research <span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><span new="" roman="" style="font-family:" times="">The purpose of this study was to identify factors affecting the health promotion of students using the approach of social marketing of sport. This is an applied research with a grounded theory paradigm. The research approach is qualitative and its strategy is grounded data. The tactic used is latent content analysis. The research participants included experts in the fields of sport management and marketing as well as specialists in student sports who answered the research questions using purposeful sampling and snowball techniques. 14 members of the sample participated in in-depth and semi-structured interviews which served as the data collection tool. Using the inter-coder reliability method, the Kappa Cohen reliability score was calculated at 0.79. Data analysis was performed using open and axial coding processes of Corbin and Strauss and by utilizing Maxqda software version 2022. After analyzing and breaking down meaningful units, 109 primary statements with a total frequency of 489 were prepared for categorization and forming categories. Qualitative findings identified 7 main categories and 30 concepts as influential categories and concepts affecting the health promotion of students using the social marketing approach in sports. Research findings showed the category of individual and social empowerment with an importance coefficient of 117 and the category of culture-building with an importance coefficient of 103 had the highest importance coefficients among the categories. Overall, given the analyses, it can be concluded that the social marketing approach in school sports can have a significant role in promoting the health of students.</span></span></span></span><br> &nbsp; ,Healthcare and treatment,Screening and health monitoring,Individual and social empowerment,Health awareness and information,Facilities and infrastructures,Culture building,Motivation. 4 19 http://jhsp.medilam.ac.ir/browse.php?a_code=A-10-77-1&slc_lang=en&sid=1 Hamidreza Kazemi Eidyan97@gmail.com 1003194753284600460 1003194753284600460 No 1) Ph.D. Candidate in Sports Management, Islamic Azad University, Tehran Central Branch, Tehran, Iran Mohammad Reza Esmaeili moh.esmaili@iauctb.ac.ir 1003194753284600461 1003194753284600461 Yes Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran Farideh Ashraf Ganjouei far.ashrafganjooie@iauctb.ac.ir 1003194753284600462 1003194753284600462 No Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran