When Citizen, a watch company, uses a spokesperson such as singer Kelly Clarkson to promote its watches, it believes she is a(n) __________ who can influence the purchase decision of its target market.
Based on the information provided within the question it can be said that in this situation Kelly Clarkson is believed to be an opinion leader. Individuals in this role influence others who look to them for their opinion, into buying the product that they are promoting. Which is exactly what the watch company Citizen is doing by hiring her to promote their watches through her platform.
