Publications
Selected publications
- Responsible Research in Marketing (Journal article - 2022)
- Factors affecting the study of important marketing issues: Implications and recommendations (Journal article - 2021)
- Satiation and cross promotion: Selling and swapping users in mobile games (Journal article - 2022)
- 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)
- Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. (Journal article - 2020)
2025
Quest for insights: Leveraging data from the video game ecosystem in marketing
Welden, R., Haenlein, M., Hewett, K., Smith, K. M., & Hulland, J. (n.d.). Quest for insights: Leveraging data from the video game ecosystem in marketing. Journal of the Academy of Marketing Science. doi:10.1007/s11747-024-01074-1
Influencer marketing unlocked: Understanding the value chains driving the creator economy
Libai, B., Rosario, A. B., Beichert, M., Donkers, B., Haenlein, M., Hofstetter, R., . . . Zhang, L. (2025). Influencer marketing unlocked: Understanding the value chains driving the creator economy. Journal of the Academy of Marketing Science, 53(1), 4-28. doi:10.1007/s11747-024-01073-2
2024
Influencing Live: Leveraging Livestreaming to Enrich Influencer Marketing
Buckley, O., Ashman, R., & Haenlein, M. (n.d.). Influencing Live: Leveraging Livestreaming to Enrich Influencer Marketing. California Management Review. doi:10.1177/00081256241300730
Leveraging Livestreaming to Enrich Influencer Marketing
Buckley, O., Ashman, R., & Haenlein, M. (n.d.). Leveraging Livestreaming to Enrich Influencer Marketing. California Management Review. doi:10.1177/00081256241300730
The unheard voice of marketing research: Breaking through to news and social media
Stäbler, S., & Haenlein, M. (2024). The unheard voice of marketing research: Breaking through to news and social media. Journal of the Academy of Marketing Science. doi:10.1007/s11747-024-01038-5
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
When the road is rocky: Investigating the role of vulnerability in consumer journeys
Sudbury-Riley, L., Hunter-Jones, P., Al-Abdin, A., & Haenlein, M. (2024). When the road is rocky: Investigating the role of vulnerability in consumer journeys. Journal of the Academy of Marketing Science, 52(4), 1045-1068. doi:10.1007/s11747-024-01011-2