Virtual influencers in Niche markets: Unlocking opportunities for targeted marketing

Title

Virtual influencers in Niche markets: Unlocking opportunities for targeted marketing

Creator

Agarwal, Mahi

Description

The need for an alternative approach to traditional influencer marketing is beginning to emerge due to the changing nature of the digital marketing environment where brands are starting to use Virtual Influencers (VIs) to target those consumers who are in unique and sometimes overlooked categories in particular niches. This chapter discusses how VIs provide the best opportunities to deliver very niche, first-party, data-driven content to narrow target constituencies of consumers. Since VIs have the power to shape exact personas that target audiences embrace or at least value - such as sustainability, luxury, tech, or subcultures - they can build emotionally touching experiences that regular marketing may overlook. The chapter focuses on how brands across the globe are implementing VIs in various sectors including sustainable fashion, luxury goods, innovative technology among others to portray how VIs positively affect industries reaching a niche but loyal audience. 2026, IGI Global Scientific Publishing.

Source

Practical Frameworks for New-Age Digitalization Business Strategy;pp.273-306

Date

01-01-2025

Publisher

IGI Global

Coverage

Agarwal M., Christ University, Ghaziabad, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833732020-5; 979-833732018-2;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-2018-2.ch009

https://www.scopus.com/pages/publications/105011426755?origin=resultslist