In marketing, the term promoter is used for defining a person who promotes a brand, product or service, and can refer to people inside a company as well as to customers. In the first scenario, the promoter is hired by a company to represent their product or services and to try to acquire new clients using various marketing means, while in the second scenario the company tries to serve the customer as well as possible and to delight him in order to nourish customer loyalty and transform the buyer into a brand advocate.