نوع مقاله : مقاله پژوهشی
نویسندگان
گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of the present study is to formulate and validate a model for sustainable financing of university sports based on social marketing and corporate social responsibility. This research was conducted with an applied-exploratory objective and a mixed-methods approach. In the qualitative phase, 14 senior managers and expert specialists participated through purposive and snowball sampling. The study followed the Strauss and Corbin (1990) framework, and data analysis was conducted using MAXQDA software, with validity confirmed based on Enworo’s (2023) criteria. In the quantitative phase, based on Hair et al. (2019) and considering 10 participants per variable, 257 managers, experts, and faculty members were selected via simple random sampling. The research instrument was a researcher-made questionnaire, the validity of which was confirmed by experts, and its reliability was verified with a Cronbach’s alpha coefficient of 0.927. Data analysis was performed using SPSS and Amos software. The results indicated that causal conditions, such as structural and managerial challenges, have a negative impact on the central phenomenon; whereas, cultural contexts and facilitating factors, such as financial transparency, through key strategies such as diversifying participation models, branding, and social marketing, lead to outcomes including financial sustainability, sponsor loyalty, and the development of social-educational functions. Ultimately, the results demonstrate that adopting an integrated approach based on creating shared value facilitates the transition from the current fragile state towards financial independence and the effective fulfillment of the university's educational missions.
کلیدواژهها [English]
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