What best describes a user who engages primarily during campaigns and is less likely to act independently?

The description of a user who engages primarily during campaigns and is less likely to act independently aligns best with the definition of an active user. Active users are those who participate and engage with a service or product during specific promotions, advertisements, or campaigns, showcasing a connection to the brand but typically relying on the structured calls to action provided by those campaigns to motivate their activity. This distinct user behavior indicates that while they do show responsiveness when prompted, they may not proactively seek out or engage with content or products on their own outside of those targeted initiatives.

Inactive users would not engage at all, while loyal users consistently engage with a brand regardless of campaigns, and lapsing users are those whose engagement is declining, suggesting they are moving away from active participation in a brand. Thus, the characteristics of an active user fit the query regarding campaign-driven engagement precisely.