External communication of fc Radnički Niš on the social network Instagram

The aim of this study was to examine what kind of approach the Football Club Radnički Niš has in communication on social networks, specifically on the Instagram social network. A sample of a total of 169 posts of this club on that network, which was published over six months in 2022 – from January 2 to July 2, was used for the research. Also, the analysis included comments on the club's announcements and how many answers there were to questions directly posed to the club. The study starts from the hypothesis that the FC Radnički Niš does not have an interactive approach on Instagram. This is also shown by the results of the research because the team managing the profile of this club in the covered period only answered directly asked questions in 6.2 percent of cases and thus took into account external communication through comments.