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  • Writer's pictureDr. Jana Gross

The Power of Nanoinfluencers

Updated: Jan 11, 2023


Since many years, the term influencer has become a buzz word. Newspapers are writing about them, marketers are cooperating with them for advertising and marketing, and the new dream job of young children is not astronaut anymore, but rather to become an influencer. From mega-, to macro-, and micro-influencer, the typologies are long, varied and there seems not to be a precise consensus on the definition. Very recently, marketers put increasing emphasis on nanoinfluencers.


Nanoinfluencers are believed to be the new gold of social media. But, are nanoinfluencers as powerful as believed?




Driven to find answers to this question, my co-authors, Torsten Tomczak and Johanna Gollnhofer, and I conducted an interesting study on when and how consumers act as nanoinfluencers on social media for brands.


The findings of our study show that consumers are either intrinsically or extrinsically motivated to produce and upload content bout brands on social media. Moreover, we provide a guideline for marketers on how to transform their consumers into nanoinfluencers.




We are very happy to announce that the article is published in cooperation between KEDGE Business School and the University of St.Gallen.


Are your curious to learn more about the power of nano influencers?


Read the entire article here.






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