An energy drink business uses a celebrity to promote its products online - HSC - SSCE Business Studies - Question 10 - 2023 - Paper 1

In this scenario, the energy drink business is using a celebrity to endorse its products. This approach is best classified under 'Opinion leaders.' Opinion leaders are individuals who influence the buying behavior of others because of their authority, knowledge, or status in a particular area. Celebrities often play this role in marketing by leveraging their popularity to affect consumer opinions and decisions, thus promoting brand visibility and credibility.