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)
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
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
Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy
Measuring the long-term impact of business school research on academia, teaching, society and decision makers
Haenlein, M., & Jack, A. (2024). Measuring the long-term impact of business school research on academia, teaching, society and decision makers. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2024.10.009
The unheard voice of marketing research: Breaking through to news and social media
Stäbler, S., & Haenlein, M. (n.d.). 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
2023
The merchants of meta: A research agenda to understand the future of retailing in the metaverse
Yoo, K., Welden, R., Hewett, K., & Haenlein, M. (2023). The merchants of meta: A research agenda to understand the future of retailing in the metaverse. JOURNAL OF RETAILING, 99(2), 173-192. doi:10.1016/j.jretai.2023.02.002
2022
Satiation and cross promotion: Selling and swapping users in mobile games
Haenlein, M., Libai, B., & Muller, E. (2022). Satiation and cross promotion: Selling and swapping users in mobile games. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2022.12.001
Guest Editorial: Business Ethics in the Era of Artificial Intelligence
Haenlein, M., Huang, M. -H., & Kaplan, A. (2022). Guest Editorial: Business Ethics in the Era of Artificial Intelligence. JOURNAL OF BUSINESS ETHICS, 178(4), 867-869. doi:10.1007/s10551-022-05060-x
Responsible Research in Marketing
Haenlein, M., Bitner, M. J., Kohli, A. K., Lemon, K. N., & Reibstein, D. J. (2022). Guest Editorial: Responsible Research in Marketing. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 50(1), 8-12. doi:10.1007/s11747-021-00812-z
2021
Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions
Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. (2021). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2021.09.002
Impression management techniques in crowdfunding: An analysis of Kickstarter videos using artificial intelligence
Korzynski, P., Haenlein, M., & Rautiainen, M. (2021). Impression management techniques in crowdfunding: An analysis of Kickstarter videos using artificial intelligence. EUROPEAN MANAGEMENT JOURNAL, 39(5), 675-684. doi:10.1016/j.emj.2021.01.001
Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact
Reinartz, W., Haenlein, M., & Henseler, J. (2021). Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact. International Journal of Research in Marketing, 38(2), A2-A3. doi:10.1016/j.ijresmar.2021.06.002
Bounded leadership: An empirical study of leadership competencies, constraints, and effectiveness
Korzynski, P., Kozminski, A. K., Baczynska, A., & Haenlein, M. (2021). Bounded leadership: An empirical study of leadership competencies, constraints, and effectiveness. EUROPEAN MANAGEMENT JOURNAL, 39(2), 226-235. doi:10.1016/j.emj.2020.07.009
Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications
Kohli, A. K., & Haenlein, M. (2021). Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38(1), 29-31. doi:10.1016/j.ijresmar.2020.12.002
Factors affecting the study of important marketing issues: Implications and recommendations
Kohli, A. K., & Haenlein, M. (2021). Factors affecting the study of important marketing issues: Implications and recommendations. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38(1), 1-11. doi:10.1016/j.ijresmar.2020.02.009
How artificial intelligence will affect the future of retailing
Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., . . . Hawkins, G. (2021). How artificial intelligence will affect the future of retailing. JOURNAL OF RETAILING, 97(1), 28-41. doi:10.1016/j.jretai.2021.01.005
Artificial intelligence and robotics: Shaking up the business world and society at large
Haenlein, M., & Kaplan, A. (2021). Artificial intelligence and robotics: Shaking up the business world and society at large. JOURNAL OF BUSINESS RESEARCH, 124, 405-407. doi:10.1016/j.jbusres.2020.10.042
Corporate Rebranding and Its Meaning - Theory Perspective
Mroz-Gorgon, B., & Haenlein, M. (2021). Corporate Rebranding and Its Meaning - Theory Perspective. PROBLEMY ZARZADZANIA-MANAGEMENT ISSUES, 19(1), 76-90. doi:10.7172/1644-9584.91.6
Digital transformation: A multidisciplinary reflection and research agenda
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. JOURNAL OF BUSINESS RESEARCH, 122, 889-901. doi:10.1016/j.jbusres.2019.09.022
Video Techniques That Help or Hurt Crowdfunding Campaigns
Korzynski, P., Haenlein, M., & Rautiainen, M. (2021). Video Techniques That Help or Hurt Crowdfunding Campaigns. HARVARD BUSINESS REVIEW, 99(2), 29. Retrieved from https://www.webofscience.com/
2020
Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.. CALIFORNIA MANAGEMENT REVIEW, 63(1), 5-25. doi:10.1177/0008125620958166
Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution
Krafft, M., Sajtos, L., & Haenlein, M. (2020). Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution. JOURNAL OF INTERACTIVE MARKETING, 51, 1-8. doi:10.1016/j.intmar.2020.06.001
Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry
Sanchez, J., Abril, C., & Haenlein, M. (2020). Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 48(2), 270-287. doi:10.1007/s11747-019-00683-5
Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent
Korzynski, P., Mazurek, G., & Haenlein, M. (2020). Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent. EUROPEAN MANAGEMENT JOURNAL, 38(1), 204-212. doi:10.1016/j.emj.2019.08.003
Rulers of the world, unite! The challenges and opportunities of artificial intelligence
Kaplan, A., & Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. BUSINESS HORIZONS, 63(1), 37-50. doi:10.1016/j.bushor.2019.09.003
2019
Digital transformation and disruption: On big data, blockchain, artificial intelligence, and other things
Kaplan, A., & Haenlein, M. (2019). Digital transformation and disruption: On big data, blockchain, artificial intelligence, and other things. BUSINESS HORIZONS, 62(6), 679-681. doi:10.1016/j.bushor.2019.07.001
Artificial intelligence (AI) and management analytics
Haenlein, M., Kaplan, A., Tan, C. -W., & Zhang, P. (2019). Artificial intelligence (AI) and management analytics. JOURNAL OF MANAGEMENT ANALYTICS, 6(4), 341-343. doi:10.1080/23270012.2019.1699876
A Brief History of Artificial Intelligence: On the Past, Present, and Future of Artificial Intelligence
Haenlein, M., & Kaplan, A. (2019). A Brief History of Artificial Intelligence: On the Past, Present, and Future of Artificial Intelligence. CALIFORNIA MANAGEMENT REVIEW, 61(4), 5-14. doi:10.1177/0008125619864925
Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods
Dost, F., Phieler, U., Haenlein, M., & Libai, B. (2019). Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods. JOURNAL OF MARKETING, 83(2), 62-81. doi:10.1177/0022242918817000
Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. BUSINESS HORIZONS, 62(1), 15-25. doi:10.1016/j.bushor.2018.08.004
2015
From the outgoing editor: Where have all the papers gone? Goodbye, <i>EM</i>J!
Haenlein, M. (2015). From the outgoing editor: Where have all the papers gone? Goodbye, <i>EM</i>J!. EUROPEAN MANAGEMENT JOURNAL, 33(3), 157-159. doi:10.1016/j.emj.2015.03.006
Chapter 5: The value of flexibility: real options and customer lifetime value
Haenlein, M. (2015). Chapter 5: The value of flexibility: real options and customer lifetime value. In Handbook of Research on Customer Equity in Marketing (pp. 118-136). Edward Elgar Publishing. doi:10.4337/9781781004982.00011
2013
Social interactions in customer churn decisions: The impact of relationship directionality
Haenlein, M. (2013). Social interactions in customer churn decisions: The impact of relationship directionality. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 30(3), 236-248. doi:10.1016/j.ijresmar.2013.03.003
Understanding Purchasing Behavior within Virtual Worlds
Kaplan, A. M., & Haenlein, M. (2013). Understanding Purchasing Behavior within Virtual Worlds. In Advances in Marketing, Customer Relationship Management, and E-Services (pp. 79-101). IGI Global. doi:10.4018/978-1-4666-4026-9.ch005
Targeting Revenue Leaders for a New Product
Haenlein, M., & Libai, B. (2013). Targeting Revenue Leaders for a New Product. JOURNAL OF MARKETING, 77(3), 65-80. doi:10.1509/jm.11.0428
2012
The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: an empirical analysis
Haenlein, M., & Kaplan, A. M. (2012). The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: an empirical analysis. JOURNAL OF SERVICES MARKETING, 26(6-7), 458-470. doi:10.1108/08876041211257936
From the incoming Editor: Happy Birthday EMJ!
Haenlein, M. (2012). From the incoming Editor: Happy Birthday EMJ!. EUROPEAN MANAGEMENT JOURNAL, 30(4), 293-294. doi:10.1016/j.emj.2012.05.001
Social media: back to the roots and back to the future
Kaplan, A. M., & Haenlein, M. (2012). Social media: back to the roots and back to the future. Journal of Systems and Information Technology, 14(2), 101-104. doi:10.1108/13287261211232126
The Britney Spears universe: Social media and viral marketing at its best
Kaplan, A. M., & Haenlein, M. (2012). The Britney Spears universe: Social media and viral marketing at its best. BUSINESS HORIZONS, 55(1), 27-31. doi:10.1016/j.bushor.2011.08.009
2011
Médias sociaux et entreprise, une route pleine de défis Commentaires invités
Deighton, J., Fader, P., Haenlein, M., Kaplan, A. M., Libai, B., & Muller, E. (2011). Médias sociaux et entreprise, une route pleine de défis Commentaires invités. Recherche et Applications en Marketing (French Edition), 26(3), 117-124. doi:10.1177/076737011102600306
Two hearts in three-quarter time: How to waltz the social media/viral marketing dance
Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. BUSINESS HORIZONS, 54(3), 253-263. doi:10.1016/j.bushor.2011.01.006
The Influence of Observed Heterogeneity on Path Coefficient Significance: Technology Acceptance Within the Marketing Discipline
Haenlein, M., & Kaplan, A. M. (2011). The Influence of Observed Heterogeneity on Path Coefficient Significance: Technology Acceptance Within the Marketing Discipline. Journal of Marketing Theory and Practice, 19(2), 153-168. doi:10.2753/mtp1069-6679190203
A social network analysis of customer-level revenue distribution
Haenlein, M. (2011). A social network analysis of customer-level revenue distribution. MARKETING LETTERS, 22(1), 15-29. doi:10.1007/s11002-009-9099-9
Evaluating the consequences of abandoning unprofitable customers: A comparison of direct and indirect abandonment strategies
Haenlein, M., & Kaplan, A. M. (2011). Evaluating the consequences of abandoning unprofitable customers: A comparison of direct and indirect abandonment strategies. Zeitschrift für Betriebswirtschaft, 81(S2), 77-94. doi:10.1007/s11573-010-0436-5
The early bird catches the news: Nine things you should know about micro-blogging
Kaplan, A. M., & Haenlein, M. (2011). The early bird catches the news: Nine things you should know about micro-blogging. BUSINESS HORIZONS, 54(2), 105-113. doi:10.1016/j.bushor.2010.09.004
2010
An Empirical Analysis of Attitudinal and Behavioral Reactions Toward the Abandonment of Unprofitable Customer Relationships
Haenlein, M., & Kaplan, A. M. (2010). An Empirical Analysis of Attitudinal and Behavioral Reactions Toward the Abandonment of Unprofitable Customer Relationships. Journal of Relationship Marketing, 9(4), 200-228. doi:10.1080/15332667.2010.522474
Mondes virtuels : retour au réalisme
Kaplan, A. M., & Haenlein, M. (2010). Mondes virtuels : retour au réalisme. L'Expansion Management Review, N° 138(3), 90-102. doi:10.3917/emr.138.0090
Users of the world, unite! The challenges and opportunities of Social Media
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. BUSINESS HORIZONS, 53(1), 59-68. doi:10.1016/j.bushor.2009.09.003
2009
An empirical comparison of the efficacy of covariance-based and variance-based SEM
Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 26(4), 332-344. doi:10.1016/j.ijresmar.2009.08.001
Consumers, Companies and Virtual Social Worlds: A Qualitative Analysis of Second Life
Kaplan, A. M., & Haenlein, M. (2009). Consumers, Companies and Virtual Social Worlds: A Qualitative Analysis of Second Life. In ADVANCES IN CONSUMER RESEARCH, VOL XXXVI Vol. 36 (pp. 873-874). Retrieved from https://www.webofscience.com/
Consumer Use and Business Potential of Virtual Worlds: The Case of “Second Life”
Kaplan, A. M., & Haenlein, M. (2009). Consumer Use and Business Potential of Virtual Worlds: The Case of “Second Life”. International Journal on Media Management, 11(3-4), 93-101. doi:10.1080/14241270903047008
The fairyland of Second Life: Virtual social worlds and how to use them
Kaplan, A. M., & Haenlein, M. (2009). The fairyland of Second Life: Virtual social worlds and how to use them. BUSINESS HORIZONS, 52(6), 563-572. doi:10.1016/j.bushor.2009.07.002
Flagship Brand Stores within Virtual Worlds: The Impact of Virtual Store Exposure on Real-Life Attitude toward the Brand and Purchase Intent
Haenlein, M., & Kaplan, A. M. (2009). Flagship Brand Stores within Virtual Worlds: The Impact of Virtual Store Exposure on Real-Life Attitude toward the Brand and Purchase Intent. Recherche et Applications en Marketing (English Edition), 24(3), 57-79. doi:10.1177/205157070902400303
Les magasins de marques phares dans les mondes virtuels: l'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle
Haenlein, M., & Kaplan, A. M. (2009). Les magasins de marques phares dans les mondes virtuels: l'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle. Recherche et Applications en Marketing (French Edition), 24(3), 57-80. doi:10.1177/076737010902400304
The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration
Kaplan, A. M., & Haenlein, M. (2009). The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration. EUROPEAN MANAGEMENT JOURNAL, 27(3), 197-212. doi:10.1016/j.emj.2008.10.003
Unprofitable customers and their management
Haenlein, M., & Kaplan, A. M. (2009). Unprofitable customers and their management. BUSINESS HORIZONS, 52(1), 89-97. doi:10.1016/j.bushor.2008.09.001
2007
A Model to Determine Customer Lifetime Value in a Retail Banking Context
Haenlein, M., Kaplan, A. M., & Beeser, A. J. (2007). A Model to Determine Customer Lifetime Value in a Retail Banking Context. European Management Journal, 25(3), 221-234. doi:10.1016/j.emj.2007.01.004
Factors influencing the adoption of mass customization: The impact of base category consumption frequency and need satisfaction
Kaplan, A. M., Schoder, D., & Haenlein, M. (2007). Factors influencing the adoption of mass customization: The impact of base category consumption frequency and need satisfaction. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 24(2), 101-116. doi:10.1111/j.1540-5885.2007.00237.x
2006
Valuing the Real Option of Abandoning Unprofitable Customers when Calculating Customer Lifetime Value
Haenlein, M., Kaplan, A. M., & Schoder, D. (2006). Valuing the Real Option of Abandoning Unprofitable Customers when Calculating Customer Lifetime Value. Journal of Marketing, 70(3), 5-20. doi:10.1509/jmkg.70.3.005
Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value
Haenlein, M., Kaplan, A. M., & Schoder, D. (2006). Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value. JOURNAL OF MARKETING, 70(3), 5-20. doi:10.1509/jmkg.70.3.5
Toward a Parsimonious Definition of Traditional and Electronic Mass Customization
Kaplan, A. M., & Haenlein, M. (2006). Toward a Parsimonious Definition of Traditional and Electronic Mass Customization. In Journal of Product Innovation Management Vol. 23 (pp. 168-182). Wiley. doi:10.1111/j.1540-5885.2006.00190.x
2004
A Beginner's Guide to Partial Least Squares Analysis
Haenlein, M., & Kaplan, A. M. (2004). A Beginner's Guide to Partial Least Squares Analysis. Understanding Statistics, 3(4), 283-297. doi:10.1207/s15328031us0304_4
The Relative Importance of Different Trust Constructs for Sellers in the Online World
Schoder, D., & Haenlein, M. (2004). The Relative Importance of Different Trust Constructs for Sellers in the Online World. Electronic Markets, 14(1), 48-57. doi:10.1080/1019678042000175298