Uso de Instagram como canal de comunicación en el fútbol modesto: el caso de los equipos españoles de la primera federación

Introduction: Social networks have revolutionised the way organisations communicate with their audiences, regardless of their size or sector. In the case of football, any team, no matter how small, should be aware of the importance of this communication channel to establish relationships with their fans and improve their global visibility. Objective: The aim of this research work is to study modest Spanish football and the communication management they carry out in the digital environment. More specifically, the aim of the work is to analyse how clubs in the first federation category (1ª RFEF) of Spanish football communicate with their different audiences of interest through Instagram. Methodology: The content analysis methodology has been implemented to study, among other variables, the engagement they achieve, the formats they use and the type of content they publish in a sample of 33 teams out of the total of 40 that make up this category and which are the ones with an active profile on Instagram during the 2022/2023 season. Results: These clubs have a good presence on this social network, although they can improve their communication on it, especially in the use of more dynamic content resources. Limitation: Extending the time frame of the study to have a broader study sample that allows, in turn, to establish comparisons between different seasons. Contribution: This work stands out because, although there is research that analyses the big football teams and the major leagues, the same does not occur with those more modest clubs, despite the fact that are the soul of small towns and that they manage to mobilise thousands of people. Introducción: Las redes sociales han revolucionado la forma en la que las organizaciones se comunican con sus públicos, independientemente de su tamaño o sector. En el caso del fútbol, cualquier equipo, por pequeño que sea, debe ser consciente de la importancia que tiene este canal de comunicación para establecer relaciones con sus aficionados y mejorar su visibilidad global. Objetivo: Este trabajo de investigación tiene como objeto de estudio el fútbol modesto español y la gestión comunicativa que realizan en el entorno digital. Más concretamente, el fin del trabajo es analizar cómo los clubes de la categoría primera federación (1ª RFEF) del fútbol español se comunican con sus diferentes públicos de interés a través de Instagram. Metodología: Se ha implementado la metodología del análisis de contenido para estudiar, entre o