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.
ali Hemmati Afif; مرتضی anoosheh
Abstract
The study is to develop a model for sport for all development based on social marketing approach. So, the methodology of “Grounded Theory” was used. The statistical population was the senior managers, authorities and experts that based on theoretical sampling, 14 interviews and 11 ...
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The study is to develop a model for sport for all development based on social marketing approach. So, the methodology of “Grounded Theory” was used. The statistical population was the senior managers, authorities and experts that based on theoretical sampling, 14 interviews and 11 documents were selected. At the same time, the data was analyzed by the three stages of open, axial and selective coding.
Based on the results of the analysis, the model of developing sport for all based on the social marketing approach was developed. The social marketing strategy for the development of sport for all consists of five main stages of policy making, stakeholder analysis, marketing mix design, social marketing plan design, and implementation and evaluation. Also, factors such as demographic characteristics, cultural and social conditions, sports characteristics and physical environment also affect these strategies. “SPORT FOR ALL, INTEREST FOR ALL” was chosen as a core idea. With the development of sport for all in the country, it would be possible to expect economic and social benefits and profits, promoting the level of public health and setting champion sport up.
