Poster Presentation

Paper ID : 1110-SSRC

Department of Sport Science, Yasuj Branch, Islamic Azad University, Yasuj, Iran

The purpose of this research was to investigate the impact of social marketing with a framework (MOA) on the recruitment of sports volunteers with the mediating role of social media. In terms of the purpose of this research, the present research was applied and in terms of the research method, it was quantitative, which used the field data collection method using researcher-made questionnaires. The statistical population included 40 heads, 40 deputies of sports boards and physical education teachers, and 40 physical education teachers in Kohgiluyeh and Boyer Ahmad provinces. Sampling is the whole number and the sample size is equal to the size of the statistical population of 120 people. In order to analyze the data, descriptive and inferential statistics tests as well as structural equation models were used in SPSS, PLS software environment. According to the structural equation model of the research and the results of the path coefficient tests, it shows that the relationship between social marketing and the mediating role of social media in attracting volunteers has been confirmed, and also the dimension of social marketing motivation with the mediating role of social media has a positive effect on recruiting volunteers. However, the relationship between opportunity and ability with the mediating role of social media with the recruitment of volunteers had a significant effect, if not confirmed. As a result, it can be said that social media and social marketing play an important and effective role in attracting sports volunteers. These tools allow volunteers to communicate and interact with each other, share information and experiences, and provide an environment for exchanging content and creating a common space.

Social marketing; sports stakeholders; Volunteers; Social Media