Examining the Role of Public Relations in Anti-Marketing of Doping Drugs with Mediation of Private Networks, Public Interpretation, and Concrete Evidence

Haghighat, Elham; Abdolmaleki, Hossein; Nourbakhsh, Mahvash; Nourbakhsh, Parivash; Alidoust Ghahfarokhi, Ebrahim

doi:10.30473/jsm.2022.62329.1591

Document Type : Research Paper

Authors

¹ PhD student of sport management, Karaj branch, Islamic Azad University, Karaj, Iran.

² Assistant Professor of sport management, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran.

³ Professor of sport management, Karaj branch, Islamic Azad University, Karaj, Iran.

⁴ Associate Professor of sport management, University of Tehran, Tehran, Iran.

https://doi.org/10.30473/jsm.2022.62329.1591

Abstract

Anti-marketing can be regarded as an effective strategy to reduce the consumption of products that may cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations in anti-marketing of doping drugs, with mediating factors such as personal networks, public commentary, and physical evidence within Iran’s sports context. This study was applied in terms of purpose and utilized a descriptive-correlational design for data analysis. The statistical population included all athletes and coaches who, according to reports from the National Anti-Doping Agency, had the highest energy use in recent years. Based on the research objectives and using PASS statistical software, the sample size was determined to be 250 participants at an error level of 0.05. The data collection tool was a standardized questionnaire developed by Haghighat et al. (2021). The results indicated that all components examined played a positive and significant role in anti-marketing.

Keywords

Main Subjects

Sport Public Relations

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Examining the Role of Public Relations in Anti-Marketing of Doping Drugs with Mediation of Private Networks, Public Interpretation, and Concrete Evidence

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Volume 12, Issue 1 - Serial Number 45November 2024Pages 31-43

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 31-43