Exploring social marketing constructs underpinning the design of a community-based campaign to promote physical activity among older adults: a content analysis study

Active ageing and regular physical activity are important for maintaining health and independence among older adults. However, limited qualitative evidence is available on older adults’ perspectives across the full set of social marketing constructs relevant to physical activity. Locally grounded evidence is therefore needed to inform context-specific community-based interventions. This qualitative study examined all eight social marketing constructs (8Ps) to inform the design of a theory-driven physical activity program for older adults in Iran. This study employed a qualitative approach using directed content analysis. Participants included older adults aged 65 to 75 years residing in Rasht city, Northern Iran. Purposive sampling with the maximum variation method was used. Data were collected through 13 focus group interviews using a semi-structured interview guide. The constructs of social marketing, including product, price, place, promotion, public, partnership, policy, and purse strings, were explored based on the perspectives of the older adults. Interview data were analyzed using directed content analysis following Mayring’s seven-stage framework. The Product construct in the social marketing model encompassed the perceived physical, psychological, and social benefits of physical activity, which may motivate the target population to engage in physical activity. The main barriers to physical activity (price construct) included individual, cultural-social, environmental, economic, and policies and programs. In the place construct, two subcategories were derived: the type of information sources (place of message delivery) and the characteristics of the service delivery location. Also, in the promotion construct, three subcategories were identified: holding celebrations and events, engaging influencers, and media programs. This study provides contextual insights into older adults’ perceptions of physical activity and its determinants through a social marketing lens. Findings highlight the importance of emphasizing perceived benefits, improving access to facilities, and addressing environmental and economic barriers through multi-stakeholder collaboration. These insights can inform theory-driven, community-based social marketing campaigns aligned with Iran’s National Strategy on Healthy Ageing.