Document Type : Original Article

Authors

• hamid hasani ¹
• Homa Doroudi ²
• Firozeh Haji ali akbari ²

¹ department of managment, zanjan, branch, islamic, azad university, zanjan, iran

² Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran.

Abstract

The aim of the research is to provide a model for promoting the participation of NGOs of the country's youth in public affairs with a social marketing approach. The qualitative study method was based on the grounded theory method. The field of study of experts in the field of social participation is in the field of youth, and by using the in-depth interview method with 12 experts in this field, data has been collected and analyzed using Maxqda software. The results showed that the causal factors such as the values and attitudes of the youth, education, the concern of the NGO, the power and expertise NGO, the holding of campaigns and festivals, the use of famous people, word-of-mouth advertising, and motivation on the level of youth participation in public affairs. The results show that the strategies for the development of youth participation include the development of the space for the participation of NGO, strengthening the culture of social participation, social entrepreneurship, creating media campaigns, involving the youth in programs, promoting social capital, and using social media. The above results show that the participation of young people in the form of NGO can have consequences such as improving social sensitivity and responsibility of young people, increasing youth participation in NGO, promoting social entrepreneurship, and developing cooperative behaviors among young people.

Keywords

• non-governmental organizations
• youth
• social participation
• social marketing
• public benefit affairs