Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Agarwal, Mahi Title A name given to the resource Virtual influencers in Niche markets: Unlocking opportunities for targeted marketing Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Practical Frameworks for New-Age Digitalization Business Strategy;pp.273-306 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-2018-2.ch009" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-2018-2.ch009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105011426755?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105011426755?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Agarwal M., Christ University, Ghaziabad, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833732020-5; 979-833732018-2; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online