Introduction
Today, most students free time is filled with watching TV, movies and computer games and unusual use of phones, instead of physical activity and traditional common games and activities specific to young ages. For this reason, students are at risk of suffering from the complications of inactivity, behavioral and movement disorders. Movement literacy, physical activity, active and purposeful sports play are among the most important tools for preventing complications caused by inactivity and passive recreation. Due to the lack of success in training and developing the culture of play and movement in the field of children and infants, it is necessary to use new methods in this field. One of the ways to institutionalize desirable behaviors in society is to use social marketing.
Therefore, the purpose of this study was to investigate the capabilities and functions of social marketing technique on the development of motor literacy in children based on theoretical (scientific research) and experimental (practical experiments and measures) evidence.
Methodology
The research method was a qualitative study with a content analysis approach. The studied community included two library sources, media evidence, experiences of institutions and individuals inside and outside the country. Sampling was done from each section in a judgmental way and in a sufficient number based on the theoretical saturation of the components (13 articles, 7 books, 31 clips, 43 promotional images, experiences of 8 experts and activists, and others).
The research tools included transcripts and slips. The validity of the research was evaluated and confirmed based on the content validity of 4 experts and the validity of the scientific and legal assumptions of the sample. Coding methods and multi-level framing and conceptual system were used to analyze the findings.
findings
The findings of the research include several sections examining the views, types, process and consequences of social marketing for the development of motor literacy of children.
Conclusion
Based on the findings of the research, it can be said that social marketing is a suitable technique to complete the behavioral development of students movement literacy through education. is. Foreign studies using social marketing techniques and creating different campaigns have been able to observe significant changes at every level. As an example, we can refer to the creation of a health and physical activity campaign for students in the research of Homan et al. (2004).
Finally, it can be stated that the correct and correct use of social marketing technique can be effective in the development of sports culture in students.