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Listar SEJ508 - Artículos por financiación "The netizen, immersed in a constant technological change, acquires a social empowerment as prosumer, because not only consume, but also produces content on the network. In the field of advertising, this reality poses to companies with the best thermometer to know consumer preferences and, on that basis, plan their courses of action. In this paper we show how the company Campofrío interacts with his followers in the social network Twitter, what role the publications produced by them and, especially, how these to affect brand image."