Individuals who are known for their expertise and involvement in a category and who often share information and give advice are referred to as what?

The correct term for individuals known for their expertise and involvement in a category, who actively share information and provide advice, is "mavens." Mavens are characterized by their deep knowledge, strong passion, and willingness to share that knowledge with others, particularly in specific areas such as products, brands, or trends. They often play a vital role in influencing consumer behavior by educating others and acting as trusted sources of information.

Unlike influencers, who may leverage their platforms for broader reach and often focus on social media engagement, maven's influence is grounded more in their credible expertise and personal relationships. While advisors are typically professionals offering guidance in specific fields (often with a formal structure), mavens do this informally within their social networks. The label "experts" can also be applied to those who possess a high level of knowledge; however, the essence of a maven lies in their intrinsic motivation to share insights and help others navigate through information, making them unique in the realm of marketing and communication.