The Houdini Code: Discovering the Shift that Makes Nano-Influencers Great
Loading...
Authors
Snow, Danny
Issue Date
2026-03
Type
Dissertation
Language
en
Keywords
Social Influencers , Business, Engineering, Science, & Technological Innovation , Educational Leadership & Learning Lifelong , Military Learners & Veteran Transition , Workforce Development Needs & Industry Alignment
Alternative Title
Abstract
The focus of this study was to identify the mindset shift factors that drive social influencers to become successful. The problem addressed in this study was the need to understand the key drivers of mindset shifts that contribute to successful outcomes for social media influencers. The purpose of this non-experimental qualitative study is to determine if a formula for success can be identified by examining the drivers of social influencers as they establish and grow their digital tribes, addressing issues related to credibility, content quality, and target audience alignment. The procedure involved interviewing 25 nano-influencers, each with between 1,000 and 10,000 Facebook (now Meta) followers, across five marketing niches: sustainable living, mental wellness, gaming, business coaching, and religious messaging, and transcribing their comments into a series of theme-based spreadsheets. The study’s conceptual framework was guided by Hovland et al.'s (1953) source credibility theory, a response to Goebbels' World War II propaganda efforts, and was further refined by Zimbardo's research into persuasion and cult survivors. This research study began with a review of the current literature on social media influencers, then moved backward in time from seminal work to seminal work to determine which theories remain relevant today. Along the way, persuasion and propaganda were examined, starting with Aristotle's principles of rhetoric. Then traveling through the ruins of World War I Germany to Germany’s propaganda efforts during World War II, and the Allies' response. Then, after World War II, with the building blocks in place, came the race to the moon. Finally, the literature review ends with the current research on metaphors hijacking the amygdala. The results identified 24 factors that, when done properly, can help the social influencer build their digital tribe. The implications, especially in our digital age, when the economy has become increasingly dependent on screen time, are far-reaching. New or failed social influencers and businesses wanting to leverage social influence to increase market share could all be impacted. The highest recommendation is for a large-scale study of nano-influencers; the second recommendation is a study of micro-influencers (10,000 to 100,000 followers).