| The aim of this study was to design a model for development of personal social responsibility of professional athletes in Iran. The method of the study was qualitative research based on Grounded theory, and the Strauss-Corbin model was used to identify the phenomenon and collect data through interviews. The research participants were experts and researchers in the field of social responsibility and sport management, and professional coaches and athletes, were selected using snowball sampling method. The data was collected through semi-structured in-depth interviews that continued until theoretical saturation was reached. The validity of the research was confirmed by showing the process of analyzing the interviews to the experts and research reliability in terms of methodology and content, the accuracy of different aspects of research from collection to data analysis, was investigated by asking two experts who had no connection to the research. Findings showed causal factors: social culture, social status, sports privileges, sports philosophy; Underlying factors: ethics, spirituality, organizational support, family-centered, responsibility; Interfering factors: awareness, planning, support, macro limitations; Central phenomenon: participation, empathy, authority, benevolent presence, communication, support for the deprived, environmental support, appreciation. Also strategies: social relations, support, awareness, motivation, validation, planning; Implications also include: athlete brand, health-oriented sport, social improvement and culture building. Implementing the athlete’s social responsibility model and focusing on development of its components, sports managers can influence the athletes participation and subsequently the participation of the society in social activities and achieve the social goals of sports in society. The application of the model is important since knowing the relationships between the factors of the model can give managers and athletes a better understanding and have a more scientific view of the phenomenon in question. |
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