| Sumario: | The concept of web 2.0 has revolutionized and changed the way people think in the world. One of these changes occurs with respect to the definition of the consumer, since evolution has led him to both consume and produce content on the Internet, which from advertising leads to a strong reflection regarding its "double facet" to its "two faces"; From the above, questions such as Which is stronger? Or is it that they both have the same strength? or also when do they play the role of heroes or murderers? The content of this document makes it possible to show the study of important variables that intervene in the context of the prosumer and that in turn allow to argue and address the reflection on which of the two facets or faces prevails, if one is above the other (Consumer vs Prosumer) or vice versa (Prosumer vs Consumer), in the context that surrounds a brand from the web; Likewise, interesting questions are raised about how to take advantage of and balance both sides, for or against, strengthening or deteriorating the digital identity of a brand, all this based on the power that a prosumer currently exercises on the Internet.
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