Abstract

Summary
Sports is a vast and global social phenomenon that is rooted in the lives of young people and adults, men and women. The purpose of this research work is to investigate the impact of social marketing on the development of women's sports in the Ardabil province with the role of mediator of social vitality. It is concluded that the development of women's sports among people, as a part of culture, requires long-term planning and having a codified plan with a marketing approach necessary to reach the desired goal.
Introduction
Considering the role and importance of sports in the human life, can people's behavior and attitudes be changed? At the end, this issue has occupied the researcher's mind, why, despite all these numerous research works, the problem of the lack of orientation of the people of the society, especially the women, towards public sports has not been solved in a satisfactory way, and the people of the society have such a desire to participate in public sports. Therefore, the purpose of this research work was to investigate the effect of social marketing on the development of women's sports in the Ardabil province with the role of mediating social vitality.
Methodology and Approach
The current research work was an applied one in terms of purpose, descriptive-analytical in terms of nature and content, and field data collection. The population of this research work was the female clients of sports clubs in the Ardabil province, as well as women active in parks and morning sports and open places, which was assumed to be unlimited due to the unknown number of female athletes and non-athletes active in clubs and parks. The number of samples in this research work was 6 times the number of identified items by stratified random method, and according to the identification of 75 items, the sample number was 450 people. After collecting the questionnaires, 442 ones were collected, 430 of which were complete and were analyzed. The research tool included the Afarinesh (2007) general sports development questionnaire with 33 questions, which measured the strategies for the development of general sports in the form of 9 dimensions. The components of this questionnaire included the role of mass media, promotion and advertising, places and facilities, leisure time, private sector investment, means of transportation, sports budget, economic situation, and expert human resources. This questionnaire was scored based on a 5-point Likert scale from very low (1 point) to very high (5 points). The Tamizhifar and Azizimehr's social vitality questionnaire (2017) with 13 questions was scored on a five-point Likert scale from very low (1 point) to very high (5 points). The Saberi et al.'s social marketing questionnaire (2018) included 30 questions in 7 components, which included effectiveness, trust, access, price, product, variety, and promotion. The SPSS software was used for descriptive statistics, and the Smart PLS software was used for path analysis and determining the relationship between the variables using structural equation modeling.
Results and Conclusion
Based on Figure 1, it is clear that first in the social marketing department, all the seven dimensions access (0.87), diversity (0.87), promotion (0.87), trust (0.83), product (0.75), price (0.74), and effectiveness (0.71), respectively, had a significant role in explaining social marketing. In the development of public sports, all the nine dimensions private sector (0.87), transportation (0.86), places and facilities (0.85), promotion and advertising (0.84), leisure time (84. 0), mass media (0.77), sports budget (0.76), economic situation (0.76), and specialized human resources (0.74), respectively, had a significant role in explaining the development of public sports. Also based on the path analysis, it was determined that social marketing had a positive and significant effect on the development of public sports with a coefficient of 0.56. Social marketing had a positive and meaningful effect on social vitality with a coefficient of 0.78. Social vitality with a coefficient of 0.35 had a positive and significant effect on the development of public sports. Finally, the development of women's sports among people as a part of culture requires long-term planning and having a written program with a marketing approach necessary to reach the desired goal. Finally, the beneficiaries, managers, and marketers are suggested to pay attention to the categories of social vitality for the development of women's public sports because in this way they can attract the opinions of more users. The social marketing training courses should be held for the employees of sports and youth departments, physical education departments of municipalities, and all those who are somehow related to sports activities. Also make these communities familiar with the range of recreational sports activities and their capabilities. Carry out promotional activities and extensive communication about the benefits of recreational sports through mass media and social networks. Famous and popular sports and artistic people should be used to emphasize the benefits of participation in the recreational sports activities. The successful campings that have been done in connection with social marketing about sports and physical activity should be modeled, and such campings should be held in different regions of the country. Also make leisure cards available to the people and inform them about the benefits of having these cards. In the mountainous and western regions of the country, emphasis should be placed on the recreational sports related to mountains. In the desert areas, the focus is on the recreational sports related to the desert. Water activities should be used for recreational sports in coastal areas or with raging rivers, and in the same way, the capabilities of the country's four seasons should be used to institutionalize the recreational sports.

Keywords

• Social marketing
• Social vitality
• Development
• Sports
• Women

Main Subjects

• مدیریت منابع انسانی در ورزش شامل کارکنان حقوق بگیر، نیروهای داوطلب و مشتریان