Abstract
The objective of the study is to explain the settings of participative collaboration of the consumers in the development of new products through the use of social networks. Its aim is to analyse the level of use of the social networks as a potential tool to implement a model that guides the management of the consumer participation and is also capable of activating it (Von Hippel: 2007). The research does not intend to admit the positive effect of implementing that collaboration, or even to understand it (Lagrosen: 2005) but to help companies take it into consideration and apply it on their decision taking (Authane-Gima: 2001). In this case, we are focusing on the social networks because they have currently become a TIC tool with an interactive capacity whose main protagonist is the consumer itself. All of the above is analysed in the context of the Spanish national snack sector.
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