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Michael Haenlein

Professor Michael Haenlein
PhD

Chair in Responsible Research in Marketing
Marketing (ULMS)

Publications

Selected publications

  1. Responsible Research in Marketing (Journal article - 2022)
  2. Factors affecting the study of important marketing issues: Implications and recommendations (Journal article - 2021)
  3. Satiation and cross promotion: Selling and swapping users in mobile games (Journal article - 2022)
  4. Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions (Journal article - 2021)
  5. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. (Journal article - 2020)
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2025

2024

To Be or Not to Be: W<scp>ill</scp> V<scp>irtual</scp> W<scp>orlds and the</scp> M<scp>etaverse</scp> G<scp>ain</scp> L<scp>asting</scp> T<scp>raction</scp>?

Kaplan, A., & Haenlein, M. (2024). To Be or Not to Be: W<scp>ill</scp> V<scp>irtual</scp> W<scp>orlds and the</scp> M<scp>etaverse</scp> G<scp>ain</scp> L<scp>asting</scp> T<scp>raction</scp>?. California Management Review, 66(4), 5-22. doi:10.1177/00081256241259188

DOI
10.1177/00081256241259188
Journal article

Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy

DOI
10.2139/ssrn.4972530
Preprint
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