ارائه چارچوب بازاریابی اجتماعی تغییر رفتار مرتبط با فعالیت بدنی در سالمندان
مطالعات مدیریت ورزشی
مقاله 187 ، دوره 15، شماره 77 ، فروردین و اردیبهشت 1402، صفحه 65-98 1014.66 K )
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2020.8485.2898 نویسندگان
زهرا روحانی* 1 رضا اندام 2 حسن بحرالعلوم 3 ژاله معماری 4 1 دانشجوی دکتری/دانشگاه صنعتی شاهرود، شاهرود، ایران2 دانشیار مدیریت ورزشی/دانشگاه صنعتی شاهرود، شاهرود ایران3 دانشیار مدیریت ورزشی/دانشگاه صنعتی شاهرود، شاهرود، ایران4 دانشیار مدیریت ورزشی/دانشگاه الزهرا، تهران، ایرانچکیده بازاریابی اجتماعی به دنبال توسعه رویکردهایی سازنده، برای حمایت از اصلاح و بهبود رفتارهای مردم است. هدف پژوهش حاضر ارائه مدل بازاریابی اجتماعی به‌منظور تغییر رفتار مرتبط با فعالیت بدنی در سالمندان بود. تحقیق حاضر، ازنظر هدف، کاربردی و به لحاظ ماهیت، کیفی و با رویکرد فراترکیب بود. با استفاده از روش مطالعات کتابخانه‌ای به مرور اسناد ( کتب، مقالات، رساله‌ها و صفحات وب) مختلف از سال 2019-2000 پرداخته شد. پس از طی چند مرحله غربالگری درنهایت 44 منبع کدگذاری شد و تم‌ها و مقولات اصلی به دست آمد. پایایی درونی با استفاده از شاخص کاپا معادل 674/0 به‌دست آمد(001/0p کلیدواژه‌ها
بازاریابی اجتماعی ؛ تغییر رفتار ؛ سالمندان ؛ فعالیت بدنی ؛ فراترکیب مراجع
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