Abstract
Abstract In the last few years, a significant increase in the number of social network users has garnered enough attention from the business sector to include these collaborative environments in their advertising strategies. To show this reality, this study focuses on the Campofrio's Spanish Twitter account that has radically changed their advertising discourse since 2012. While maintaining their image as a brand focused on healthy eating, they added the value of a positive outlook on life which, in turn, brings physical and mental wellbeing.
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