Many companies,such as JetBlue and Sony,enlist everyday consumers who are enthusiastic about their brands to become ,brand ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

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Brand evangelists are individuals who are passionate about a particular brand and share their enthusiasm with others. They are often enlisted by companies as brand ambassadors to promote their products or services to others. This best fits the description given in the question. Direct sellers and direct marketers are more involved in selling products directly to consumers, while innovators and leading adopters are terms related to the diffusion of innovation theory, which is not directly related to the question at hand.

Many Companies,such as JetBlue and Sony,enlist Everyday Consumers Who Are