نوع مقاله : مطالعه پژوهشی اصیل
نویسندگان
1 استادیار گروه تربیت بدنی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران
2 دانشجوی دکتری گروه تربیت بدنی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران
چکیده
هدف از پژوهش حاضر تأثیر ابعاد آمیختة بازاریابی اجتماعی بر پیشگیری از بروز رفتارهای پرخاشگرانه در تماشاچیان ورزش فوتبال است. پژوهش حاضر از نوع توصیفی و همبستگی است. روشانجام پژوهش حاضربرمبنایهدف ازنوع کاربردی و به شکل میدانی انجام شده است. جامعة آماری این پژوهش را کلیة تماشاچیان تیم پرسپولیس، تشکیل می دهند که تعداد دقیق آنها مشخص نیست و ملاک تعیین تماشاچی، حضور دراستادیوم آزادی تهران در هنگام بازی تیم بود. از اینرو با توجه به جدول مورگان، حداکثر تعداد نمونة آماری (384 نفر) انتخاب شد. برای گردآوری دادهها در این پژوهش، از دو ابزار بهره گرفته شده است. پرسش‌نامة آمیختة بازاریابی اجتماعی هاستینگز و سارن، (2003) و پرسش نامة تئوری رفتار برنامه ریزی شده آجزن (1991). روایی ابزارها اندازه گیری به سه صورت روایی ظاهری (ایرادات نگارشی)، روایی محتوا و روایی سازه (روایی همگرا و روایی واگرا)، مورد تأیید قرار گرفت و پایایی آنها نیز پس از مطالعة مقدماتی از ضریب آلفای کرونباخ استفاده گردید و تأیید شد (79/0 ≤α). به منظور تجزیه و تحلیل داده ها از شاخص های آمار توصیفی (درصد فراوانی) و آمار استنباطی استفاده شد. به منظور بررسی نرمال بودن توزیع داده ها از شاخص های کجی و کشیدگی و به منظور بررسی روابط بین متغیرها از معادلات ساختاری استفاده شد. جهت انجام این آزمون ها از نرم افزارهای اس پی اس اس و آیموس نسخة 22 استفاده شد. نتایج نشان داد ابعاد آمیختة بازاریابی اجتماعی بر پیشگیری از بروز رفتارهای پرخاشگرانه در تماشاچیان ورزش فوتبال تأثیر معناداری دارد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
The Impact of Social Marketing Mixed Dimensions on Preventing Aggressive Behaviors in Football Spectators
نویسندگان [English]
- Sirous Ahmadi 1
- Ali Khojasteh 2
- Sohela Enanloo 2
- Reza Mortazi 2
1 Assistant Professor, Department of Physical Education, Hamedan Unit, Islamic Azad University, Hamedan, Iran
2 PhD student of Department of Physical Education, Hamedan Unit, Islamic Azad University, Hamedan, Iran
چکیده [English]
The purpose of this study was to investigate the effect of social marketing mix dimensions on prevention of aggressive behaviors among soccer sports spectators. The present study is descriptive and correlational. The methodology of this research is based on the purpose of the applied and field-oriented type. The statistical population of this study is all the Persepolis audience, whose exact number is not specified, and the criterion for determining the spectator was the presence at Tehran's Azadi Stadium when playing the team. According to the Morgan table, the maximum number of statistical samples (384 people) was selected. The method of sampling was random. Two tools were used to collect data in this study. Hasting and Saren social marketing questionnaire (2003) and the strategy of the theory of planned behavior of Ajzen (1991). Validity of tools was measured in three ways: Apparent validity (Writing issues), content validity (و and construct validity (convergent and divergent validity), and their reliability after the preliminary study Cronbach's alpha coefficient was used and confirmed (α = 0.79). In order to determine the normal distribution of the data from the inclination and elongation indices and to determine the relationship between variables, structural equations were used. SPSS software version 24 and AMOS version 22 were used to perform these tests. The results showed that social marketing mix dimensions have a significant effect on prevention of aggressive behaviors in soccer sports spectators.
کلیدواژه‌ها [English]
- Behavior
- Behavioral Beliefs
- Controlling Beliefs
- Intention
- Normative Beliefs
2. Alves H. (2010). The who, Where, and When of Social Marketing. Journal of Nonprofit & Public Sector Marketing, 22 (4), 288-311.
3. Aghaei, M., Melanorosis, K. (2018). Forensic Analysis of Failure Theory - Aggression in Football Spectator Violence. Studies in Sport Psychology, 26, 151-166. In Persian
4. Andam R, Salimi M. (2016). Presentation of Factors Affecting the Positive Behavior of Iran's Premier Handball Champions. Sports Management Studies, 38, 68-51. In Persian
5. Andreasen AR. (2002). Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, 21 (1), 3-13.
6. Borden, D. S., & Mahamane, S. (2020). Social marketing and outdoor recreational advocacy groups: Lessons from a rock-climbing campaign. Journal of Outdoor Recreation and Tourism, 29, 100262. doi: 10.1016/j.jort.2019.100262
7. Caitlin J, Wilson R, O’Leary M, Eckersberger E, Larson HJ. (2015). SAGE Working Group on Vaccine Hesitancy. Strategies for addressing vaccine hesitancy – a systematic review. Vaccine, 33(34), 4180–90.
8. Carins J E, Rundle-Thiele SR. (2014). Eating for the better: A social marketing review (2000–2012). Public Health Nutrition, 17(7), 1628–1639.
9. Clarke KE, Aish A. (2002). An exploration of health beliefs and attitudes of smokers with vascular disease who participate in or decline a smoking cessation program. J Vasc Nurs, 20(3), 96-105.
10. Cleland J, Cashmore E. (2016). Football fans' views of violence in British football: evidence of a sanitized and gentrified culture. Journal of Sport and Social Issues, 40(2),124-142.
11. Dos Reis, HHB, Lopes FTP. (2016). the fan behind the label: characterization and perception of violence by young members of Brazilian organized football fan groups. Movimento, 22, 693-706.
12. Dubé E, Vivion M, MacDonald NE. (2015). Vaccine hesitancy, vaccine refusal and the anti-vaccine movement: influence, impact and implications. Expert Rev Vaccines, 14(1), 99–117.
13. Elliot G, Rundle-Thiele S R, Waller D. Marketing. (2014). Milton, New York: John Wiley & Sons
14. Gibson H J, Kaplanidou K, Kang SJ. (2012). Small scale event sport tourism: A case study in sustainable tourism. Sport Management Review, 15(2), 160– 170.
15. Hair JF, Sarstedt M, Pieper TM, Ringle ChM. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45(5–6), 320–340.
16. Hamilton K, White KM. (2008). Extending the theory of planned behavior: the role of self and social influences in predicting adolescent regular moderate-to-vigorous physical activity. J Sport Exerc Psychol, 30(1), 56-74.
17. Homel P, Carroll T. (2009). Moving Knowledge into Action: Applying Social Marketing Principles to Crime Prevention. Australia’s National Research and Knowledge Centre on Crime and Justice, 381, 1-6.
18. Inoue Y, Havard CT. (2014). Determinants and consequences of the perceived social impact of a sport event. Journal of Sport Management, 28(3), 295–310
19. Jones SC, Iverson DC, Penman A, Tang A. (2005). A Practical Application of Theory: Using Social Marketing Theory to Develop Innovative and Comprehensive Sun Protection Campaigns, In Rentschler, R and Hall, J (Eds), Proceedings at the Threshold: 2nd Australasian Nonprofit and Social Marketing Conference, Deakin University, 1-220.
20. Kennedy A. (2010). Using Community- Based Social Marketing Techniques to Enhance Environmental Regulation. Sustainability, 2(4), 1138-1160.
21. Kline R B. (2005). Principles and practice of structural equation modeling. New York, Guilford publications.
22. Larson, H. J., Jarrett, C., Eckersberger, E., Smith, D. M., & Paterson, P. (2014). Understanding vaccine hesitancy around vaccines and vaccination from a global perspective: a systematic review of published literature, 2007–2012. Vaccine, 32(19), 2150-2159
23. Lefebvre R. (2013). Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being, and the Environment. New York: John Wiley & Sons.
24. MacAskill S. (2002). Stead M, Mac Kintosh AM, Hastings GB. You Can Just Take Cigarettes away from somebody and no’ give them something back: Can Social Marketing Help Solve the Problem of Low-Income Smoking? Social Marketing Quarterly, 8 (1), 19-34.
25. MacDonald NE. (2015). SAGE Working Group on Vaccine Hesitancy. Vaccine hesitancy definition, scope and determinants. Vaccine, 33(34),4161–4.
26. Mazloomy Mahmood Abad SS, Mehri A, Morovati SharifAbad M, Fallahzadeh H. (2006). Application of extended model of planned behavior in predicting helmet wearing among motorcyclist clerks in Yazd. Birjand University of Medical Sciences, 14(4), 33- 40. In Persian.
27. Mirakzadeh AA, Bahrami M. (2011). New seasonal social marketing in marketing policies. The Growth of Social Science Education, 14 (4), 45-38 .In Persian.
28. Nepomuceno T C, de Mouram J, ESilva L C, Costa a P. (2017). Alcohol and violent behavior among football spectators: An empirical assessment of Brazilian's criminalization. International Journal of Law, Crime and Justice, 51, 34-44.
29. Peattie K, Peattie S, Ponting C. (2009). Climate Change: A Social and Commercial Marketing Communications Challenge”, EuroMed Journal of Business, 4(3), 270-286.
30. Powell JE, Tapp A. (2008). The Use of Social Marketing to Influence the Development of Problem Gambling in the UK: Implications for Public Health. International Journal of Mental Health and Addiction, 7(1), 3-11.
31. Raftopoulou E, Hogg MK. (2010). The Political Role of Government-Sponsored Social Marketing Campaigns”, European Journal of Marketing, 44(7/8), 1206-1227.
32. Rahmati MM. (2007). Sociological study of factors affecting vandalism and mobbishness in soccer sport. Master's thesis, University of Isfahan. 1 In Persian.
33. Ramon S. (2006). Aspects of Hooligan Violence: A Reappraisal of Sociological Research into Football Hooliganism. Working Paper. Amsterdam School for Social Science Research, Amsterdam. 92.
34. Ranjbari, Sh., Alam, Z., Shojaee, V. (2019). A meta-analysis of sport violence in Iranian studies. studies of sport psychology, 28, 179-191. In Persian
35. Ruben, D. H. (2020). Social contingencies potentiating vandalism and violence. Behavioral Forensics, 171–180.
36. Saberi, A, Bagheri, Gh, Khabiri, M, Yazdani, H. R, Alidoust Ghahfarkhi, E. (2019). Understanding the Process of Forming Social Marketing for the Development of Public Sports. Research in Educational Sport, 15, 293-316. In Persian
37. Serrat O. (2010). The Future of Social Marketing, Washington, DC: Asian Development Bank, 1-12.
38. Serrat O. (2017). The Future of Social Marketing. In: Knowledge Solutions. Singapore: Springer.
39. Slade M, Lindsay G O, Aaron J. (2017). Wellbeing, Recovery and Mental Health: Social Marketing. Cambridge, Cambidge University.
40. Smith WA. (2006). Injury Prevention, Journal of Science and Medicine in Sport, 12(1). 38-43.
41. Soltani I, Mehranfar E. (2016). The effect of dimensions of social marketing mix on drug abuse prevention. Case study: male high school students in Isfahan province. Strategic Research on Security and Social Order, 5 (1), 60-47. In Persian.
42. Spaaij R. (2014). Sports crowd violence: An interdisciplinary synthesis. Aggression and Violent Behavior, 19(2), 146-155.
43. Spaaij, R., & Schaillée, H. (2018). Unsanctioned aggression and violence in amateur sport: A multidisciplinary synthesis. Aggression and Violent Behavior, 44, 36-46.
44. Zhou R, Kaplanidou K. (2018). Building social capital from sport event participation: An exploration of the social impacts of participatory sport events on the community. Sport Management Review, 21(5), 491-503.
)