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ABSTRACT
To get the public to accept certain ideas and bring about the necessary changes in thinking and behavior, social
campaigns are needed that will have a wide impact. Marketing is essential to organizing an effective social campaign.
Marketing activities organized with the aim of creating positive behavioral changes in society and adoption of a social
message in this regard come under the scope of social marketing. Countries are trying to popularize sports through
social outreach activities because the demand for sports increases and because the increase in demand for sports
improves public health by increasing the number of people participating in sports in the community. People are
expected to develop a healthy lifestyle, improve their lifestyle and exhibit positive behavior in this regard by avoiding
risky behaviour. It should be aimed at identifying people's attitudes towards sports and changing their behavior in
accordance with these existing attitudes. Changing the network of social relations that make up the structure of
society and the institutions that define them is important for social change. The change may be small or large,
significant or insignificant. What matters is how the changes will affect society. To change the behavior of people who
consider physical activity useful but do not practice it, to change existing misconceptions and attitudes towards
sports, to connect people’s daily activities with physical exercise, and to increase the
ability to engage in physical
education. the role of sport in reducing violence in society, it is necessary to conduct a good analysis of the community
and create an action plan. Social sports marketing needs to be planned and implemented. Since society is inherently
resistant to change, collaboration with social anthropologists, increased private sector and public support for social
sport marketing, involvement of opinion leaders in physical activities that can impact society, and presentation are
Research Article
SOCIAL SPORTS MARKETING
Submission Date:
December 06, 2023,
Accepted Date:
December 11, 2023,
Published Date:
December 16, 2023
Crossref doi:
https://doi.org/10.37547/ajsshr/Volume03Issue12-17
Azamat Orunbayev
Asia International University Physical Culture Chair Manager, Uzbekistan
Journal
Website:
https://theusajournals.
com/index.php/ajsshr
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
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(2021:
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(2023:
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Publisher:
Oscar Publishing Services
Servi
required. For children who are far from studying military discipline, fun and interesting sports activities in the
classroom are the key to success.
KEYWORDS
Sports, social marketing, society, labor, product, advertising, television.
INTRODUCTION
SOCIAL SPORTS MARKETING
Today, sport has become a universal phenomenon that
belongs to all people, regardless of their biological,
social and cultural differences, regardless of religion,
language, race, gender, age, profession and so on.
Almost no one, including older people, is affected by
the
slogan “Sport for Life”; tracksuits and sneakers
have become indispensable items of everyday life as
indicators of youth, strength and dynamism; Sports
programs on television and sports pages in
newspapers are the most attention-grabbing
publications; Thi
s “universal” nature of sporting events
can be better understood if we consider the billions of
people who watch giant sporting events such as the
World Cup in front of their screens. Obviously, it is
impossible to imagine a science that does not cover
such a broad phenomenon. Sport, with its medical,
economic, legal, administrative, political, religious,
philosophical, psychological and sociological aspects,
is a truly “multidisciplinary” field of study, and
thousands of specialists work in these areas of sports
science.
Society's approaches to sport today reflect the general
structure of society. Sport is actually seen as a criterion
for development.
If social thinking rejects the concept of modern sports,
if an adult only runs, the society in which he lives
considers him crazy and plays sports, which becomes a
high goal of society, and students play sports. If the
family and environment treat people who play sports
as lazy, then the habits of sports indicate the habits of
sports in that society. Awareness of its necessity is not
fully established. Undoubtedly, the solution to this
problem is closely related to the general educational
policy of the country, as well as the lack of a social
marketing campaign. Because social marketing is the
process of developing marketing programs necessary
to gain acceptance of a social idea, cause or practice by
a specific group of people.
Social marketing is defined as “the analysis, planning,
implementation and evaluation of programs designed
to influence the behavior of target audiences to
improve individual and public health using traditional
marketing methods.”
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In addition, the application of social marketing occurs
not only in the process of behavior change using
products, but only in situations where behavior change
occurs, for example, in developing countries that do
not send girls to school, in families that abuse children
. taken for the purpose of prevention, they say. to help
young people break bad habits.
The researcher conducts qualitative interviews and
focus groups to gain insight into consumer motivation,
attitudes, and behavior. Factor analysis is used to
create a series of sections that are as different from
each other as possible to eliminate variables that are
closely related to each other. Each group is evaluated
based on their unique attitudes, behaviors,
demographics, psychographics, and media models. For
example, it can be assessed by dividing it into groups
such as passive people sitting at home, active people
playing sports, introverts, social activists, and
philanthropists.
In social marketing, there are challenges in selecting
the target market. They pay too much attention to
some issues and ignore others. Social marketers
cannot easily and accurately obtain relevant behavioral
data to define segments. Problems with data collection
necessitate early segmentation to be avoided because
it makes it difficult to separate users from non-users.
The target audience usually includes consumers who
are prone to negative offers.
Product in social sports marketing
Services do not have physical durability and life like
goods. From a content perspective, services can be
described as pointers, so they cannot be stored or
inventoried. For example, in situations such as unsold
airline seats, empty patient beds, or unsold theater
tickets for a particular flight, the surplus cannot be
reserved and re-offered. The amount of service not
used within a certain period of time will never be
assessed as a non-refundable period. Consumers
cannot touch or inspect services before purchasing
them. Consumers' shopping attitudes and experiences
are effective. Previous experience and knowledge play
an important role when repurchasing a service.
Services, like products, do not have a description of
their color, pattern, size or function. Since services are
intangible, they cannot be exhibited and demonstrated
without their production and consumption. Another
common problem is the difficulty of standardization.
Due to the high labor intensity, services cannot be
uniform.
Sport as a product has concrete (tangible) and
intangible (intangible) characteristics. The final sports
product is a combination of these interrelated tangible
and intangible elements. The main sports product
consists of four material products. This; sports (eg
football,
basketball,
gymnastics);
participants
(athletes, coaches and their entourage); team and
competition. The abstract dimension covers the
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mental side such as emotions and experiences. It
includes emotions such as excitement, enthusiasm,
satisfaction, contentment and pride.
When it comes to organizations providing sports
services, it is more appropriate to pronounce the
product along with the name of the program. Sports
programs can also change based on their ability to
meet needs and desires. The organizational purpose of
each sports program can be determined by examining
the relationship between producer and consumer. The
program forms the basis of sports services, that is, it is
promoted as the main business.
The first of the most important tasks of a sports
program that takes the form of a product is to develop
the service in such a way that it is useful to the target
market; secondly, it can mobilize the consumer to
participate in the service; Third, eliminate spatial
restrictions when implementing the program.
Price in social sports marketing
Pricing in services is based on value rather than cost.
Value is usually determined by consumers or the
market and is subjective. Thus, pricing is an
underutilized strategic weapon in service businesses.
The price paid for any sporting event, concert or movie
ticket is its price. Price is a description of the value of a
sporting product or event. The price we are willing to
pay for a product depends on how valuable that
product or service is.
Social marketing does not require a market driven by
supply and demand factors in the classical economic
sense. The budget constraint of social marketing
replaces the profit motive of classical marketing. But
the decision-making process reflects the same trend. It
also includes price, monetary cost, opportunity cost,
energy cost, and psychological cost. The cost of
quitting smoking is psychological. This also has a
positive effect on the budget. The cost of the seat belt
is equal to the amount paid upon purchase. In addition
to the psychological costs associated with connecting
and disconnecting a device, there are safety costs,
whether it is secured or not, in the event of an accident.
The role of social sports in marketing (distribution)
There are many advertising strategies used in social
marketing programs. Increasing the number of sales
points, opening sales points closer to the target
audience, creating mobile units, offering various
options to the target audience by phone or email,
transport services, increasing working hours per week,
increasing the attractiveness of sales points, reducing
waiting times, providing parking space. Can be
displayed in aisles and on shelves to increase product
visibility.
Creating target market-oriented channels and
distribution system between business and target
market is an important factor in creating distribution
system in social organizations. How services are
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provided is the essence of the distribution system. By
determining the behavior and activities of the target
audience, as well as their satisfaction and experience
with the existing distribution system, researchers can
determine the most ideal distribution channel for
delivery. Political campaigns, family planning, health
centers, tourist offices and similar places are
distribution sites for social marketing. Dissemination
can also refer to information used to reach a target
audience. For example, important information about
certain diseases can be communicated to the target
market through schools, universities and clinics. For a
social marketer to demonstrate behavior to their
target audience, they must develop solutions that
facilitate it or engage the target audience with their
message. For example, in drug and alcohol research,
information is most effective in nightclubs and similar
places. Since sports programs do not have features
that can be purchased and ordered over the phone or
in a store, the location variable associated with sports
services is not only the location where the program is
actually offered, but also the location, capacity,
parking, presentation of program hours, duration ,
period, etc. includes factors such as Availability is
perhaps the most important factor influencing the
marketing of a sports program. The user who wishes to
enjoy the sports programs and amenities must be
within an accessible distance. If we take this distance
as the limit of customer attraction, then the further
people live from there, the more attractive the objects
and activities that attract their attention are, and fewer
people come to this object. For example, a pool of
similar qualities but located far from a residential area
will have fewer customers than a more accessible pool.
Accessibility is important not only because it means
you can get somewhere, but also because it is easy,
fast and safe.
Advertising in social sports marketing
Promotion is the coordination of all efforts made by
the seller to create informative and persuasive
channels to sell a product or service or promote an
idea.
This is a communication process consisting of
conscious, programmed and coordinated actions
aimed at persuading the buyer, carried out under the
control of the manufacturing company-marketer in
order to facilitate the sale of the company's goods and
services. The promotion function focuses on a system
of communication tools designed to introduce a
business and its products or services to consumers,
intermediaries and users.
Advertising can support consumers and clients by
making them aware of a brand, providing information,
encouraging and motivating purchases, psychological
acceptance, giving them what they want and changing
their habits.
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Social advertising refers to social promotional activities
that are carried out to create, maintain or change the
behavior of the target audience by creating an attitude
towards an idea or goal, as well as the personal
interests of supporting public-private institutions or
individuals. The motivating factor is social benefit.
Advertisers are not commercial entrepreneurs.
While advertising tries to create a reason to buy,
promotions try to create an incentive to buy. For
example, gifts with tangible or symbolic value, price
reductions, free trials, various gifts or celebrity
participation in the program, etc. to entice the target
market to participate in a particular sports program.
methods can be used. It can be said that sales
promotion techniques play an effective role in
informing a wider audience about an organization by
stimulating the consumer behavior of target market
groups.
The provision by a sponsor of free print media
coverage of commercially significant news to directly
stimulate demand for a product, service or
organization, or preferential coverage on radio,
television, stage and email.
The success of many services is already based on
relationships with customers using the service, or
interactions that lead to repeat customer satisfaction.
Here, it is important to meet the individual needs of
customers with customized services.
Social marketers focus on public relations. Thus, its
influence mediates people's attachment to the
business situation. Part of this responsibility is to
achieve the goal of thought control. Social marketing
works naturally when reaching the public through the
media. This integrity of social marketing is also
supported by the high value of the product.
The role of promotion specialists; The goal is to inform
the target audience about the social marketing
program, take advantage of the said benefits and take
action. One of the most important elements of
developing a communications strategy is crafting the
message. The target audience perceives the message
as a combination of the way the message is created,
the tools used, and the way the sender processes it. An
element to consider when creating a message; It
should not only be about the author of the message,
but also what the target audience thinks. When
crafting a message, consider the key message, target
audience,
communication
objectives,
promised
benefits, support for promises, impact factors and
locations. Framing a message is an important factor in
revealing what we want to communicate. Those
receiving the message should have no difficulty
converting it into a concept or idea. In some cases,
what the speaker wants to say and what the recipient
gets from it may be different. How we communicate is
the next step. The main thing here is to decide what
type of communication to develop in order to attract
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the attention of the target audience and convince
them of the desired behavior. Feedback from the
target audience on the topic, research conducted by
advertising and communications companies, and the
deductive design of possible advertising messages in a
way that arouses the interest of the target audience
are factors that increase success. .
Sports can increase their visibility by making music,
painting or other forms of fine art more valuable, that
is, pleasing to the eye and appealing to the senses.
Clearly, in addition to the sport's values of health,
happiness, socialization and stress relief, fame and the
quality of the financial benefits are other important
factors that increase adoption.
From a social marketing perspective, in sports
marketing, the marketer is faced with people and
groups who are apathetic, apathetic, and strongly
against sports. The job of a sports marketer is to
persuade people to participate in sports and create the
necessary opportunities for participation. However,
the
living
conditions,
environmental
factors,
motivational factors and demographics that influence
the decision to participate in such individuals and
groups must be carefully analyzed.
Television, which is one of the mass media today, has
further increased interest in sports activities. Thus,
thanks to the media, it became possible to introduce
and popularize various sports, as well as interest in
sports among many people who did not have the
opportunity to play sports. From the past to the
present, both the influence of sports on the media and
the influence of the media on sports have been
observed. In particular, the media has played an
important role in raising the profile of sport as a social
phenomenon throughout the world. The introduction
and popularization of various sports, as well as the
interest in sports of many people who did not have the
opportunity to play sports, was realized thanks to the
media.
With increased media coverage of sports, professional
and semi-professional sports networks have become
the focus of public attention, leading to increased
interest in these areas. Thus, commercial television
channels in particular can significantly increase their
viewership potential by broadcasting specialized
sporting events, and therefore there is a growing trend
to include such programs. Effective communication
requires trust, charm and strength. All three source
characteristics lead to changes in the behavior of
receivers. These three characteristics influence buyer
behavior as a result of three different characteristics of
buyer psychology. Trust is explained by assimilation,
attractiveness by identification, and power by
conformity. Another factor influencing the reliability of
a source is its knowledge and experience with the
advertised goods or services. For a message to be
credible, there must be a genuine connection between
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Servi
the person communicating the information and the
product or service being advertised. By choosing
people who are loved by the community and creating
an environment where they can explain the
contribution of sport to society and health, it increases
interest.
Advertising is a communication tool that offers various
benefits to the advertiser. Advertising provides a high
degree of control over the choice of advertising media
and message content, as well as significant control
over message planning. The reason why society
prefers advertising is because the advertised product
is standard and legal. Since most people have seen an
advertisement for a product, the consumer knows that
the product he is buying is accepted and understood by
society. In addition to advertising goals, which
influence the choice of criteria that determine the
effectiveness
of
advertising,
when
planning
advertising, questions arise such as who, how, why,
when, where, with what budget, how often, how to
advertise. is being done and what behavioral changes
should be created in the target audience as a result of
advertising. There are questions.
Sports arenas are preferred for promoting many other
products due to the large number of spectators in
stadiums and the audience of television, newspapers
and magazines. Sportswear has replaced regular
casual clothing, especially among young people.
Educational institutions have adopted sport as an
effective means of education. Politicians made sure to
participate in sports organizations and awards
ceremonies to create a positive image among the
public. To prevent social disintegration and prevent
people from committing anarchy and terrorism,
governments began to give importance to sports and
invest in sports facilities and organizations.
DISCUSSION AND CONCLUSION
People need time to break old habits and learn new
ones. The key to success for social marketers will be to
work with social anthropologists and organize the
social marketing campaign according to the
community structure before organizing the social
marketing campaign.
City carnivals, events and winter activities, including
physical education and sports events, are one of the
ways to meet the needs of the population and attract
the attention of tourists. Local authorities should be
involved in such activities. The preparation of national
sports programs that give children and youth the
opportunity to “realize their physical and personal
potential” and encourage their activity, increase the
number of sports parks, and organize information
departments among the population in these parks
must be carried out in collaboration with sports
scientists. can increase interest and awareness.
Countries with the most effective numbers of children
and young people in their total population
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Servi
participating in sport are seen to be steadily increasing
in sporting performance and achievement both
nationally and internationally. The development of
effective sports programs should be prepared in such
a way as to give children and youth the opportunity to
“realize their physical and personal potential”, to
stimulate their active participation. The ease and
freedom of playing sports increases the interest of
youth. One might think that government, public and
private investment in sports is not enough, moreover,
sports is still a social life and does not seem to have
found its place in the world.
The influence and contribution of sport is not
temporary, but long-term and permanent. That is why
the task of attracting people of all ages to the field of
sports is very serious and large-scale, convincing them,
loving them and realizing the importance of this field.
However, the most important principle in achieving the
goal of involving people of all ages in this field or
involving all people in sports must be to pay serious
attention to the problem of organization, cohesion and
management in this field.
There is a need for incentive programs that will help
increase awareness of the sport in the media. In
advertising campaigns designed to promote sports,
research is carried out in collaboration between sports
scientists and the advertising company, clearly
emphasizing the message to be conveyed to the
public, and the frequent inclusion of programs with
interesting sports content increases interest. . It is
important for people who are examples for society to
encourage sports, to emphasize that playing sports is
a need that satisfies the needs of the div and soul, to
love and understand sports in society.
In order to include sports among people's needs, it is
necessary for the government, non-governmental non-
profit organizations, universities, private companies
and the media to come together and come up with
new initiatives to increase interest in sports in society.
Making sports simple and free will increase public
interest. The environmental plan should be designed to
encourage people to exercise. Especially in densely
populated areas, it is recommended to organize sports
parks and sports navigation points, which can be used
free of charge. The condition for increasing the
efficiency of enterprises is to increase the efficiency of
human labor. One of the main conditions for increasing
human activity is physical activity. Management levels
of businesses should be informed and encouraged to
encourage their employees to engage in physical
activity.
Advertising campaigns created to promote sports are
encouraged to conduct joint research between sports
scientists and the advertising company to clearly
emphasize the message to society and include
programs with interesting sports content. often. The
media is expected to be attentive to raising public
awareness of the importance of physical activity.
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Especially sports pen makers should be more sensitive
and take the initiative in this regard. New research is
needed into the hours and content of physical
education and sports lessons in schools. Increasing the
number of hours of physical education and sports
training, as well as increasing interest in the theory of
sports and health, can be a good investment in
increasing awareness of sports.
It is necessary to ensure the development of the
cognitive component by organizing information
campaigns explaining the importance and benefits of
sports, reducing, if any, false information and putting it
into practice in the process of targeting the population
towards sports and raising awareness. It is necessary
to ensure that the campaign messages are conveyed
by people who are acceptable to the community.
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