نوع مقاله : مقاله پژوهشی Released under (CC BY-NC 4.0) license I Open Access I

نویسندگان

1 گروه آموزش تربیت بدنی، دانشگاه فرهنگیان، صندوق پستی ۸۸۹_۱۴۶۶۵، تهران، ایران.

2 گروه آموزش تربیت بدنی، دانشگاه فرهنگیان، صندوق پستی ۸۸۹_۱۴۶۶۵، تهران، ایران

3 دانشیار مدیریت ورزش، دانشکده علوم انسانی، گروه علوم ورزشی، دانشگاه تربیت مدرس، تهران، ایران

چکیده

هدف: این مطالعه با هدف بررسی تأثیر کمپین بازاریابی اجتماعی بر ارتقای فعالیت ورزشی در دانش‌آموزان دوره ابتدایی در شهرستان خرم‌آباد انجام شد.
روش‌شناسی: پژوهش حاضر از نوع نیمه تجربی با استفاده از گروه‌های آزمایش و کنترل برای سنجش برون‌داد رفتاری بود. یک کمپین بازاریابی اجتماعی تحت عنوان «انرژی‌دهنده‌های ابتدایی: حرکت، بازی، درخشش!» شش ماهه در گروه آزمایش اجرا شد که شامل پوسترهای جذاب، انیمیشن‌های انگیزشی کوتاه، جشنواره‌های ورزشی خانوادگی، طراحی اپلیکیشن برای ثبت فعالیت‌های دانش‌آموزان، ایجاد تشویق‌های گروهی و ارائه جوایز به دانش‌آموزان فعال، ایجاد رقابت سالم در بین کلاس‌ها، و برگزاری رویدادهای متنوع و جذاب مانند جشن‌های سلامتی و تفریحات فعال بود. ابزار جمع‌آوری داده‌ها شامل پرسشنامه بین‌المللی فعالیت بدنی کودکان و نوجوانان (PAQ-C)، چک لیست محقق ساخته رفتار حرکتی و پرسشنامه سنجش رضایت بود.
یافته‌ها: تحلیل آماری نشان داد گروه آزمایش در مقایسه با گروه کنترل، افزایش معنی‌داری در نمرات فعالیت ورزشی داشته است (0/014= P). نتایج آزمون تی زوجی نیز افزایش معنی‌دار نمرات فعالیت ورزشی در گروه آزمایش را نشان داد (0/003= P). تحلیل کوواریانس تأیید کرد که گروه مداخله، تأثیر معنی‌داری بر نمرات پس‌آزمون پس از کنترل نمرات پیش‌آزمون داشته است.
نتیجه‌گیری: نتایج این پژوهش نشان می‌دهد کمپین‌های بازاریابی اجتماعی می‌توانند در ترویج رفتارهای سالم مانند فعالیت ورزشی در میان کودکان و نوجوانان مؤثر باشند. مشارکت والدین نیز در طراحی و اجرای این کمپین‌ها نقش کلیدی در موفقیت آن داشته است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Social Marketing Campaigns on Promoting Sport Activities Among Students

نویسندگان [English]

  • Ehsan Tatari 1
  • Mehdi Khatibzade 1
  • Farid Pakzad hasanloo 2
  • Rasool Norouzi Seyed Hoseini 3

1 Department of Physical Education, Farhangian University, P.O. Box 14665_889, Tehran, Iran

2 Department of Physical Education, Farhangian University, P.O. Box 14665_889, Tehran, Iran

3 Associate professor of Sport Management, Faculty of Humanities, Department of Sport Sciences, Tarbiat Modares University, Tehran, Iran

چکیده [English]

Methodology: The research was quasi-experimental, using experimental and control groups to measure behavioral outcomes. A 6-month social marketing campaign, titled "Elementary Energizers: Move, Play, Shine!", was implemented in the experimental group included attractive posters, short motivational animations, family sports festivals, an app design to record students' activities, group incentives and rewards for active students, healthy competition among classes, and various engaging events such as health celebrations and active recreation. Data collection tools included the Physical Activity Questionnaire for Children and Adolescents (PAQ-C), a researcher-made motor behavior checklist and a satisfaction assessment questionnaire.
Results: Statistical analysis showed the experimental group had a significant increase in physical activity scores compared to the control group (p=0.014). A paired t-test showed significant icrease in physical activity in the experimental group (p=0.003). Analysis of covariance (ANCOVA) confirmed that the intervention group had a significant effect on post-test scores after controlling pre-test scores.
Conclusion: The results showed social marketing campaigns can be effective in promoting healthy behaviors, including physical activity of children and adolescents. Parental involvement in the design and implementation of these campaigns played a key role in their success.

کلیدواژه‌ها [English]

  • Campaign
  • Social Marketing
  • Students
  • Family Involvement
  • Physical Activity
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