Content Analysis of Communication Strategies in Team ‘Patrón Mejía’: Effectiveness And Message Study

This research analyzes the communication strategies employed by the Club Deportivo “Patrón Mejía” between August 2024 and September 2024 on the digital platform Facebook, using a mixed-methods approach. Through content analysis and metric evaluation, the study examined the communication strategies, the diversity of formats, the level of interaction, and the participation of fans in the last six matches of the team in the Hexagonal Final of the AFNA Championship. The results revealed the performance of the Club Deportivo “Patrón Mejía” strategies, demonstrating the consistent use of graphic elements that strengthen the team’s identity, and the application of three sub-strategies (general expectations for the team in the Hexagonal Final, expectations per match, and results per match). These strategies successfully captured attention and led to increased audience participation in the six matches of the Hexagonal Final. This study, conducted in the digital environment to understand the dynamics of engagement and active participation of the audience in sports events such as matches and team anniversaries in the Second Division Championship, revealed some issues between fans and the team due to the lack of information provided by the Club Deportivo “Patrón Mejía”.