Modeling the structural equations of factors affecting the participation of stakeholders in sports with an emphasis on social marketing

The purpose of this research was Modeling the structural equations of factors affecting the participation of stakeholders in sports with an emphasis on social marketing. Based on this, the statistical community of the current research, which is descriptive-survey based on structural equations in terms of its applied purpose The entire statistical population includes managers of all officials and managers of companies and sports clubs, active professors in the field of marketing and sports management, who were formed by using the Kargesi and Morgan table for an unlimited population size of 384 people by non-random sampling method. Available for distribution, data collection tools have been selected. Data collection was done using a standard 17-item social marketing questionnaire of Leifbur (2010) and a researcher-made 5-item stakeholder participation questionnaire, which confirmed the content validity of all The sections of the final questionnaire have been considered, and their reliability has been accepted using Cronbach's alpha coefficient. Based on this, data analysis and hypothesis testing using SPSS and PLS software showed that;. Desirable social behavior, customer orientation, nature (services), Social marketing and social marketing mix plays a role in attracting the participation of stakeholders in sports.