compilation of a Mixed Model of Social Marketing in the Development of Student Sports: A Qualitative Study Using a Thematic Analysis Approach

The purpose of this research was to develop a mixed model of social marketing for the advancement of student sports using a thematic analysis approach at the Islamic Azad University of Kerman. This study is applied in nature and follows a qualitative methodology, with data collected through fieldwork. The statistical population consisted of professors and experts in student sports development at the Islamic Azad University of Kerman. The sampling method was purposive, and semi-structured interviews were conducted until theoretical saturation was reached (10 interviews).To analyze the data, thematic analysis—a widely used method in qualitative research—was employed using MAXQDA 2020 software. Additionally, a latent thematic analysis approach was applied to uncover deeper meanings within the data.The findings revealed that the social marketing mix consists of 7Ps (Product, Place, Price, Promotion, Process, People, and Physical Evidence) with 22 sub-codes. Among these, the Promotion factor, with its five sub-codes, acts as the primary driver in the development of student sports. Additionally, the Product factor, with seven sub-codes, plays a crucial role following Promotion. Overall, the research findings suggest that the development of student sports requires a comprehensive approach based on the social marketing mix. Therefore, it is recommended that university administrators and senior officials consider the role of social marketing in promoting sports and take significant steps to enhance student participation.