Maximilian Beichert
Maximilian Beichert
Assistant Professor of Marketing
Bocconi University
Creator economy · Influencer marketing · Social influence
maximilian.beichert@unibocconi.it
Embedded Files
I am an Assistant Professor of Marketing at Bocconi University. I study how digital creators and influencers shape consumer behavior, firm performance, and society. My research combines large-scale field data, empirical modeling, and field experiments.
My work has appeared in the Journal of Marketing and the Journal of the Academy of Marketing Science, with practitioner articles in MIT Sloan Management Review and Management and Business Review. Together with my coauthors, I received the 2025 Don Lehmann Award and the 2024 AMA/MSI H. Paul Root Award. My research has been featured in Harvard Business Review, MIT Sloan Management Review, and ItaliaOggi.
Before joining Bocconi, I was a Postdoctoral Researcher at HEC Paris and earned my PhD in Quantitative Marketing at the University of Mannheim.
Publications
Publications
Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy
With Barak Libai, Ana Babić Rosario, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, and Lingling Zhang.
Journal of the Academy of Marketing Science (2025). Journal · SSRNRevenue Generation Through Influencer Marketing
With Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz.
Journal of Marketing (2024). Journal · SSRN
Practitioner articles
Practitioner articles
How to Get the Most Out of Paid Influencer Endorsements in Direct-to-Consumer Marketing
With Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz.
Management and Business Review (2026). JournalThe Surprising ROI of Small Online Influencers
With Xiaoxi Zhang, Andreas Bayerl, Jacob Goldenberg, Xian Gu, P. K. Kannan, and Andreas Lanz.
MIT Sloan Management Review (2024). Journal
Working papers
Working papers
Influencer Selection Using a Multi-Task Learning Model
With Magie Cheng, Shunyuan Zhang, and Xitong Li.Influence That Lasts: Indirect Sales from Influencer Marketing Campaigns
With Guangqi Dong and Xian Gu.Influencer Marketing and Customer Behavior Change
With Caio Vieira, Peter Ebbes, and Andreas Lanz.Multidimensional Anthropomorphism and Social Media Engagement: Field Evidence from Virtual Influencer Content
With Amelie Huber, Janina Garbas, and Jochen Hartmann.
Projects in development
Projects in development
The Impact of AI on the Creator Economy
With Yakov Bart, Andreas Lanz, and Andrew Stephen.Influencer Marketing and Customer Touchpoints
With Xiaoxi Zhang and Xian Gu.Influencer Sharenting
With Lucia Malär, Andrea Giuffredi-Kähr, and Jacob Goldenberg.
Awards & honors
Awards & honors
2025 Don Lehmann Award (co-winner)
2025 Bocconi Junior Research Grant (€10,000)
2024 AMA/MSI H. Paul Root Award
2024 Shelby D. Hunt/Harold H. Maynard Award (finalist)
2024 Best Dissertation Award, German Association for Direct Selling
2024 Stiftung Marketing Award, University of Mannheim
2024 EMAC/Enginius Doctoral Dissertation Competition (runner-up)
2023 CDSB/GESS Best Teacher Award
2023 CDSB/GESS Best Paper Award
2022 WISE Best Student Paper Award
Academic service
Academic service
Editorial Review Board, International Journal of Research in Marketing
Ad hoc reviewer: Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and Production and Operations Management.
Co-chair, EMAC Creator Economy Special Interest Group
Track co-chair, Digital Marketing, Social Media, and Online Platforms, 2026 AMA Winter Academic Conference
Teaching
Teaching
Bocconi University
Marketing Management – Advanced · Master’s
The Creator Economy: Strategy, Monetization, and Impact · Bachelor’s
Mannheim Business School
Data Science for Business II · MBA
ENGAGE.EU / University of Mannheim
Digital Strategy · Master’s
Selected media coverage
Selected media coverage
When It Comes to Influencers, Smaller Can Be Better
Harvard Business Review · September–October 2024
The Long Tail of Social Media Influence
MIT Sloan Management Review · 10 June 2024
Il momento dei nano-influencer
ItaliaOggi · 26 October 2024
Wenn weniger mehr ist
absatzwirtschaft · 2 May 2024
Marketing d’influence: lorsque la proximité paie
PME · 7 May 2025
Beyond academia
Beyond academia
I serve as a strategic advisor to Campus To Capital and write a weekly newsletter with Past Consensus, connecting conversations with founders and investors to academic research.
For research collaborations, speaking, or media enquiries, contact maximilian.beichert@unibocconi.it.
Page updated
Google Sites
Report abuse