The central purpose of this study was to examine the power of social networks in the dissemination and participation of cultural events, specifically in the context of the Loja 2022 International Festival of Living Arts in a context of digital convergence and globalization. Data was meticulously collected and analyzed in order to identify the prevalence of social networks in dissemination, contrasting their effectiveness with traditional media. To ensure consistency and accuracy in the interpretation of the qualitative data, a triangulation of sources was carried out, comparing the results obtained with secondary information available on the cultural event in question. The study reveals the strategic importance of social networks in the promotion of cultural events, the penetration and reach of these platforms allowed an effective dissemination and the mobilization of a diverse and geographically dispersed audience, generating a mostly positive perception of the dissemination of the event, but also pointing out opportunities for optimization in the communicative strategies. The contribution of the research is in the academic field, specifically in digital marketing and tourism, offering applicable insights for the efficient management and promotion of cultural events in the digital era.