STUMBLEUPON MINI CASE: StumbleUpon Calls Itself a "Discovery Engine" Because

STUMBLEUPON MINI CASE: StumbleUpon calls itself a "discovery engine" because, at one time, 50.27% of all traffic from a top 10 list of social sites came from StumbleUpon. Their relatively small group of users (15 million) often out-refers the larger user base from Facebook (over 1.15 billion) . In fact, the influential users of StumbleUpon generate 1 billion page referrals per month. Their users, called "Stumblers," introduce other Stumblers and non-users to web content, providing a "map to an adventure you wouldn't otherwise have found out about." The influence of these Stumblers was deemed valuable by film marketers, who worked with StumbleUpon to promote films like Jurassic Park 3D and Evil Dead. Stumblers are young and highly engaged, so studios see the personalized search engine, which "learns" the preferences of its Stumblers, as a way to reach early influencers.
-In the STUMBLEUPON MINI CASE, the Stumblers are engaged in ________ when they advocate on behalf of products, like films, in social networks, brand communities, and blogs.

A) e-WOM
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity