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شناسایی حوزهها و فعالیتهای کاربرد بازاریابی اجتماعی در سازمانهای ورزشی: مرور نظاممند مطالعات قرن بیستویکم | ||
| مدیریت و توسعه ورزش | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 15 مهر 1405 اصل مقاله (2.05 M) | ||
| نوع مقاله: مقاله پژوهشی Released under (CC BY-NC 4.0) license I Open Access I | ||
| شناسه دیجیتال (DOI): 10.22124/jsmd.2026.30948.3001 | ||
| نویسندگان | ||
| طاها جلالی* 1؛ حسین اکبری یزدی2؛ علیرضا الهی3 | ||
| 1دانشجوی دکتری مدیریت ورزش، گروه مدیریت ورزشی و رفتار حرکتی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران | ||
| 2دانشیار مدیریت ورزش، گروه مدیریت ورزشی و رفتار حرکتی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران | ||
| 3استاد مدیریت ورزش، گروه مدیریت ورزشی و رفتار حرکتی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران | ||
| چکیده | ||
| هدف: این پژوهش با هدف شناسایی حوزهها و فعالیتهای بازاریابی اجتماعی و بهمنظور کاربست این تکنیک در سازمانهای ورزشی انجام شده است. روششناسی: مرور نظاممند حاضر شامل تمام مطالعات انگلیسیزبانِ بازاریابی اجتماعی، منتشرشده در ۲۴ سال نخست قرن جاری است. مطالعات مربوطه از طریق جستجو در Google Scholar، Emerald، ScienceDirect و مجلات مرتبط در Web of Science شناسایی شدند. از ۱۵۳۶ مطالعه اولیه، پس از حذف موارد غیرمرتبط، ۳۲۶ مطالعه انتخاب شد و دادههای مربوط به ۱۶ متغیر از آنها استخراج و تجزیهوتحلیل شد. یافتهها: نتایج این مطالعه شامل آشنایی با ویژگیهای کلی مطالعات بازاریابی اجتماعی، شناخت بُعد سازمانی مداخلات و مطالعات بازاریابی اجتماعی، شناخت جایگاه ورزش در ادبیات بازاریابی اجتماعی و شناسایی فعالیتها و حوزههای کاربرد بازاریابی اجتماعی بود. پس از کدگذاری دادهها، ۵۱ فعالیت متمایز شناساییشده در چهار حوزه کلی شامل مشتریمحور، زیستمحیطی، اجتماعی-فرهنگی و سلامت قرار گرفتند. نتیجهگیری: مطالعه حاضر یک دستهبندی از فعالیتهای بازاریابی اجتماعی برای استفاده در سازمانهای ورزشی ارائه کرده است و بر روند روبهرشد مطالعات متنوع بازاریابی اجتماعی، تمرکز اصلی مطالعات، چالشهای معاصر پیشروی جامعه و علاقه روزافزون محققان بازاریابی اجتماعی به مفاهیم فعالیت بدنی و سلامت تأکید دارد. بازاریابی اجتماعی از طریق ورزش، میتواند بهعنوان ابزاری قدرتمند برای ایجاد، تغییر یا اصلاح رفتارهای اجتماعی در جامعه هواداران ورزش و در کل جامعه ایفای نقش نماید. ضروری است که سازمانهای ورزشی حوزههای فعالیت و پتانسیل بازاریابی اجتماعی در ورزش را شناخته و استراتژیهای بازاریابی خود را با هدف کاربست تکنیک بازاریابی اجتماعی، بازنگری نمایند. | ||
| کلیدواژهها | ||
| بازاریابی اجتماعی؛ مرور نظاممند؛ سازمانهای ورزشی؛ تغییر رفتار | ||
| مراجع | ||
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