Year: 2025
Type: article
Abstract: As traditional mass marketing has become less effective, brands are turning more and more to micro-cultures, which are niche groups defined by common values, interests, or lifestyles. Careful group identification and segmentation, real community immersion and engagement, the development of individualised experiences and content, data-driven optimisation, and sincere relationship building are all given top priority in this strategic shift. By using this strategy, companies shift from generic, broad messaging to more targeted, customised campaigns, which increases brand engagement and loyalty in these niche markets. In the end, brands can convert transient consumer attention into enduring brand advocacy by developing genuine relationships and exhibiting a sincere understanding of the unique values of each microculture , resulting in noticeably higher marketing returns in a media landscape that is fragmented and where meaning and relevance are crucial.
Authors: Ditya Shah, Gagan Sodhi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409395243