Brands employ various approaches to promote their products or services, including marketing ambassador programs. These programs typically involve recruiting individuals to represent the brand and providing them with communication tools, sometimes accompanied by rewards for their promotional efforts. Ambassadors can be loyal customers, employees, influencers, or targeted community members, depending on the program’s objectives. For example, an ambassador program in the education sector might aim to strengthen the employer’s image among students by involving volunteers in B2B open-source software initiatives.