Explaining the effect of social marketing on motivating sports participation of the elderly in East Azarbaijan province

The purpose of the research was to explain the effect of social marketing on motivating sports participation of the elderly in East Azerbaijan province. The main direction of the research is applied and descriptive in nature. The quantitative research method is based on structural equations with a comparative approach of a descriptive correlation type, which was conducted by the researcher as a survey. The statistical population of the research was the elderly sportsmen of East Azarbaijan province in 1400, based on the logical sample size required in structural equation modeling, 200 people were considered as a statistical sample. The measurement tool is a 45-item researcher-made questionnaire containing research variables; predictor variable; Social marketing included personal wellfare with 5 questions and social well wellfare with 5 questions and the criterion variable for sports participation motivation included physical fitness with 5 questions, social motivation with 6 questions, cognitive with 6 questions, challenge with 6 questions, participation with 5 questions, and medical with 7 questions. The content validity of the questionnaire was studied and confirmed by calculating the average variance extracted in the community and external evaluation of the model according to Cronbach's alpha coefficients. Structural equation modeling was used to analyze the data. In order to verify and fit the model, confirmatory factor analysis method was used through Spss20 and Lisrel8.5 software. The goodness-of-fit index of 0.94 indicates a good fit and confirmation of the research model. The results showed that social marketing has significant positive effect on six dimensions of sports participation motivation; Physical fitness, social, cognitive, challenging, collaborative, medical motivation.It also creates social relations between the participants in the programs and provides their support and interaction and finally institutionalizes the desired behavior and enjoying its benefits.