The Impact of Social Marketing Mixed Dimensions on Preventing Aggressive Behaviors in Football Spectators

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.