Published Papers and Articles

• "Revenue Generation Through Influencer Marketing" with Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz 

Published at: Journal of Marketing

• • Finalist 2024 Shelby D. Hunt/Harold H. Maynard Award 

  • Best Paper Award (Graduate School of Economic and Social Sciences, University of Mannheim)

  • Best Student Paper Award (WISE Conference 2022)

  • Featured in Harvard Business Review, Harvard Business Manager, MIT Sloan Management Review, and Italia Oggi

• "The Surprising ROI of Small Online Influencers" with Xiaoxi Zhang, Andreas Bayerl, Jacob Goldenberg, Xian Gu, P.K. Kannan, and Andreas Lanz 

Published at: MIT Sloan Management Review

• "Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy" with Barak Libai,  Ana Babic Rosario, Bas Donkers, Michael Haenlein, Reto Hofstetter, P.K. Kannan, Ralf van der Lans, Andreas Lanz, Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, and Lingling Zhang

Published at: Journal of the Academy of Marketing Science

• Featured in Italia Oggi, and Luxury Tribune

Current Manuscripts

• "Influencer Selection Using a Multi-Task Learning Model" with Magie Cheng, Shunyuan Zhang, and Xitong Li 

• "Echoes of Influence: The Sustainability Challenge in Influencer Marketing" with Florian Stahl 

Projects in Development

• "The Influencer Lifetime Value" with Caio Vieira, Peter Ebbes, and Andreas Lanz 

• "Influencer Marketing and Customer Touchpoints" with Xiaoxi Zhang, and Xian Gu

• "Unequal Influence - The Gender Pay Gap in Influencer Marketing" with Victoria Meil, and Oded Netzer

• "Influencer Sharenting" with Lucia Malaer, Andrea Giuffredi-Kaehr, and Jacob Goldenberg