Document Type : Research Paper
Authors
- Elham Haghighat 1
- Hossein Abdolmaleki 2
- Mahvash Nourbakhsh 3
- Parivash Nourbakhsh 3
- Ebrahim Alidoust Ghahfarokhi 4
1 PhD student of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
2 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 Department of Sport Management , Faculty of Physical education and sport science, University of Tehran, Iran
Abstract
One of the issues that has attracted the attention of many adolescents in recent years is the attention to physical appearance by increasing the volume and muscle mass, which has increased the prevalence of eating disorders and energy consumption habits Anti-marketing can be considered as a good way to reduce the consumption of products that can cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations on Anti-marketing of doping drugs with mediating of personal networks, public commentary and physical evidence in Irans sports. The present study was applied in terms of purpose and descriptive-correlational in terms of data analysis method. The statistical population of the study consisted of all athletes and coaches of sports who in the past years had the highest amount of energy use according to the report of the National Anti-Doping Agency. The sample size was 250 people according to the objectives and using PASS statistical software at an error level of 0.05. The data collection tool in this study was the standard questionnaire of Haghighat et al (2021). The results showed that the components of the research in all cases had a positive and significant role in the anti-marketing.
Keywords
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