Abstract

For decades, a wide range of doping prevention programs have been implemented in countries with a reputation in the field of sports, the main ones of which are sampling and doping tests, legal sanctions, raising the level of awareness of athletes and coaches about drugs and banned doping methods and invitations focusing on the efforts of other sports organizations in the anti-doping movement. Recently, however, a new approach has been developed with the help of doping prevention management organizations that has a particular focus on the concepts and principles of social marketing to change doping behavior as a sinister social phenomenon. It is believed that social marketing can affect social change programs. Doping is considered a behavior and the fight against doping is considered a change in behavior. In the anti-doping situation, the “product” in question is the same as “anti-doping behavior.” Adopting a theoretically accepted marketing approach to push (ie, anti-doping behavior that is enhanced by low pressure on athletes) and pull (ie, anti-doping behavior, which is affected by the negative reaction of doping fans) doping is thus framing a series of points that illustrate the importance of the benefits to doping. The present study provides a clear and definite answer to the following questions: 1) What system can be designed to prevent doping in sports with a social marketing approach? 2) Based on the system model design subsystems, what requirements can be identified for its implementation?

Presenters

Jasem Manouchehri
Faculty of Physical Education and Sport Sciences, Sport Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Sports Management & Commercialization

KEYWORDS

Social Marketing, Prevention System, Doping, Sports

Digital Media

This presenter hasn’t added media.
Request media and follow this presentation.