MARKETING FACTORS ENCOURAGING GIRLS TO BE MORE ENGAGED IN PHYSICAL ACTIVITY
MARKETING FACTORS ENCOURAGING GIRLS TO BE MORE ENGAGED IN PHYSICAL ACTIVITY

Author(s): Tal Aloni Rozen
Subject(s): Economy, Marketing / Advertising
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: frequency of physical activity of girls; girls’ sports; marketing and advertising; behavioral change; Athena project in Israel.
Summary/Abstract: This paper aims to gain deeper insight of the marketing factors that impact the frequency of physical activity among girls aged 6-12 in Israel. It is based on the understanding that regular engagement in physical activity is essential for both mental and physical health, and that starting at a young age is recommended. The research instrument is a semi- structured interview, designed to explore marketing factors that can encourage greater involvement of Israeli girls and young female adolescents in physical activity. The interviews have been conducted between July 2021 and March 2022 with a diverse range of individuals. The participants are girls involved in competitive sports, parents of competitive girls, women who have previously been active players, and decision-makers in academia and sports management positions. The research findings indicate three main themes obtained from the interviews regarding marketing. These themes highlight the importance of: Branding physical activity as a culture of routine; 2. Promoting physical activity as a local culture; 3. Branding physical activity as a health promoter. It is widely acknowledged that sports play a crucial role in promoting a healthy lifestyle, especially when introduced to children at an early age for the purpose of cultivating lifelong healthy habits. This paper aims to provide insights into effective marketing techniques that can be applied on the state and local levels to promote an overall healthy lifestyle.

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