hamid hasani; Homa Doroudi; Firozeh Haji ali akbari
Abstract
The research is to examine strategies to enhance the participation of youth non-governmental organizations (NGOs) in public welfare activities through a social marketing approach. This qualitative study was based on grounded theory. The study focused on youth NGOs and the data was collected through in-depth ...
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The research is to examine strategies to enhance the participation of youth non-governmental organizations (NGOs) in public welfare activities through a social marketing approach. This qualitative study was based on grounded theory. The study focused on youth NGOs and the data was collected through in-depth interviews with 12 experts in social marketing and officials from youth NGOs across the country. The data analysis was conducted using three overlapping coding processes: open coding, axial coding and selective coding, facilitated by Maxqda software.
The results showed that causal factors such as the values and attitudes of youth, education, NGOs' concern for issues, their capabilities and expertise, organizing campaigns and festivals, utilizing celebrities, word-of-mouth advertising, and motivation determine the level of youth participation in public welfare activities. The findings also revealed that strategies for enhancing youth participation include gaining youth satisfaction, expanding the presence of NGOs, strengthening the culture of social participation, promoting social entrepreneurship, creating media campaigns, involving youth in programs (stakeholder engagement), enhancing social capital, using social media, and promoting and developing desirable participatory behaviors among youth. The outcomes included increased social sensitivity and responsibility among youth, greater youth involvement in NGOs, the flourishing of social entrepreneurship, the development of participatory behaviors in public welfare among youth, and the quantitative and qualitative growth of youth NGOs.
