What are alternatives to "www-data" default web user

chown -R www–data:www-data storage/
returns error message "invalid user" 

presumably the default web user on my CloudLinux hosted service is something other than "www-data" which is common to many Linux distributions and given in the activation-kit user guide.

What are other alternatives to "www-data" on Linux?

This command is optional and should be considered in the context of your hosting provider.