MATERIALIZAÇÃO DO PERTENCIMENTO: eventos presenciais como estratégia de relacionamento em comunidades digitais de K-drama

• DOI: https://doi.org/10.22533/at.ed.215112624022

• Palavras-chave: Eventos presenciais. Comunidades digitais. Cultura participativa. Relações Públicas. Estratégias de relacionamento.

• Keywords: In-person events. Digital communities. Participatory culture. Public Relations. Relationship strategies.

• Abstract: This article analyzes how in-person events can be used as a relationship management strategy with fan communities formed in digital environments, based on the case study of the official screening event of the final episode of the K-drama If Life Gives You Tangerines, held at São Luís Shopping in partnership with the Instagram profile @doramelizando and Netflix. Methodologically, the research adopts a qualitative approach through a case study, with data collected via documentary research and semi-structured interviews with institutional representatives and the influencers involved, analyzed using content analysis  (Bardin, 2011). The findings indicate that the event functioned as the physical materialization of bonds previously built in the digital environment, strengthening the sense of belonging within the “doramigas” community and attributing positive symbolic value to São Luís Shopping. The event went beyond a promotional action, operating as a strategic Public Relations practice focused on experience creation, institutional legitimation, and the consolidation of long-term relationships. It is concluded that in-person events, when articulated with participatory dynamics of digital communities, constitute central relationship strategies capable of transforming online engagement into collective experiences and symbolic recognition in physical spaces.