Final answer:
Option (e), An opinion leader is a person with the ability to influence others' behaviors or opinions, especially in social media contexts.
Step-by-step explanation:
Marketers increasingly rely on individuals who can influence their followers to try new products on social media. These influential figures are known as opinion leaders. An opinion leader is a person who, through their status or expertise in a community, has the social influence capable of affecting the opinions and behaviors of others.
Not limited to celebrities, these can be regular users who have built a substantial following due to their content and authority on certain subjects. The growth of social media has allowed for the rapid dissemination of opinions and facilitated the rise of these leaders who can influence public thought and consumers' purchasing decisions.
With their ability to sway followers, these individuals are prized by companies for their potential to generate organic conversations and promote products in a relatable manner. Ambassadors, in contrast, are often formally sponsored and may receive compensation or products for their promotional efforts. On the other hand, influencers might work less formally with brands and base their income on platform monetization, which can sometimes lead to overstating their popularity for personal gain.
Regardless, the role of an opinion leader in marketing is substantial, with their endorsements offering credibility and trust to the products they advocate. This role of fostering social diffusion is critical in behavior change processes and can significantly impact a brand's reach and reputation within the target audience.