Identify the factors affecting the development of public sports law enforcement through integrated marketing communications

The present study aimed to identify the factors affecting the development of public sports of law enforcement through integrated marketing communications in the form of a model.

The research method is exploratory mixed (qualitative-quantitative) which in the qualitative part of the grounded theory method and in the quantitative part of the structural equation analysis method was used. The statistical population in the qualitative section included all professors of sports management and experts in the field of public sports and the armed forces. Finally, 15 people were selected as a statistical sample after reaching saturation, and a small section includes all NAJA staff, 324 people. Statistical sample titles were selected. The research instrument in the qualitative part included a semi-structured interview and in the quantitative part, a researcher-made questionnaire was taken from the qualitative part. Data analysis was performed using SPSS software and Emus version 24.

In this study, out of 6 identified factors affecting the development of NAJA public sports through integrated marketing communications, 5 factors had a significant effect, which prioritized the views of managers, sports infrastructure, motivating factors, the importance of sports and the views of NAJA personnel, respectively. And finally the cultural and social factor with 4% had no significant effect.

According to the findings of the present study, NAJA managers are recommended to use the necessary planning and investment to develop public sports among their personnel based on the identified priorities.