Marketing in physical/sports health: university faculty criteria on strategies and perspectives in physical well-being
Keywords:
Sports Health Marketing; Strategies; Perspectives; University Faculty CriteriaAbstract
Sports health marketing has evolved as an interdisciplinary field that combines communication and promotion strategies to influence people’s behavior towards a more active and healthier lifestyle. However, not all environments understand the importance of developing effective marketing strategies to improve health indicators. Objective: To assess university faculty criteria regarding the importance of physical/sports health marketing in terms of strategies and perspectives on physical well-being. Methods: This exploratory, descriptive/explanatory research follows a correlational approach, using a survey to study a representative sample of university faculty from the State University of Milagro-UNEMI, focusing on 9 indicators (Market Segmentation-MS; Value Proposition-VP; Behavior Change-BC; Persuasive Communication-PC; Public Awareness-PAw; Social Media-SM; Digital Marketing-DM; Sponsorship and Strategic Alliances-SSA; Incentives-I), classified into two independent groups. Results: Significant differences were observed in 5 indicators (MS; VP; BC; PC; DM; p=0.000), 4 in favor of group 2, with similar means in the indicators “PAw”, “SM”, “SSA”, and “I”. Specific analyses should be considered, including concordance among health professionals (k=0.623). Conclusions: There is a lack of knowledge among health professionals regarding the applicability of physical/sports marketing in terms of strategies and perspectives related to social well-being. Prospective actions should include postgraduate training courses for health faculty to improve their knowledge and propose the inclusion of new content in the curriculum related to the scope of this research.
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Copyright (c) 2024 Dalva Patricia Icaza Rivera, Karla Magdalena Game Mendoza, Nadia Elizabeth Rodríguez Castillo, Rita Maricela Plúas Salazar, Giancarlo Andrés Salazar Cuvi, Washington Javier Paguay Balladares
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