Published Papers and Articles
"Revenue Generation Through Influencer Marketing" with Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz
Published at: Journal of Marketing
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 and MIT Sloan Management Review
"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
Forthcoming at: Journal of the Academy of Marketing Science
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 Sharenting" with Andrea Giueffredi-Kaehr, Lucia Malaer, and Jacob Goldenberg
"Influencer Marketing and Customer Touchpoints " with Xiaoxi Zhang, and Xian Gu
"B2B Influencer Marketing" with Bryson Hilton, and Ashwin Malshe
"Unequal Influence - The Gender Pay Gap in Influencer Marketing" with Victoria Meil, and Oded Netzer
Conferences and Invited Presentations
2025
Copenhagen Business School (scheduled)
2024
HEC Paris; Bocconi University; TU Munich
2023
Columbia Business School; Seattle; INSEAD; ZEW Mannheim; University of Miami; University of Lausanne; SDU Odense; Nashville
2022
Copenhagen Business School; Georgia State University; Jagdish Sheth School of Management (virtual); University of Chicago (virtual); Corvinus University of Budapest
2021
University of Rochester (virtual); ESIC Business & Marketing School (virtual); Technion Israel Institute of Technology (virtual)
Industry Partners
Partners from the industry have helped me and my co-authors in conducting large-scale field experiments primarily in the domain of influencer marketing. DTC brands provided very rich data for analyzing creators on various social media platforms such as Youtube, Instagram, and TikTok. In different roles the below mentioned companies supported and still support my research to a large extent:
Bright Data
Buzzbird
CreatorIQ
Enote
Engelhorn KGaA
Frelses-Armeen
GameInfluencer
HR Forecast
IdealofSweden
Inzpire.me
Leadnow
Medion AG
NAKD Fashion
Paul Valentine
Reachbird
Rosental Organics
SOS Children's Villages USA
Typology
UNHCR