| Users of the world, unite! The challenges and opportunities of Social Media AM Kaplan, M Haenlein Business horizons 53 (1), 59-68, 2010 | 18216 | 2010 |
| An empirical comparison of the efficacy of covariance-based and variance-based SEM W Reinartz, M Haenlein, J Henseler International Journal of research in Marketing 26 (4), 332-344, 2009 | 1948 | 2009 |
| A beginner's guide to partial least squares analysis M Haenlein, AM Kaplan Understanding statistics 3 (4), 283-297, 2004 | 1641 | 2004 |
| Managing customer relationships in the social media era: Introducing the social CRM house EC Malthouse, M Haenlein, B Skiera, E Wege, M Zhang Journal of interactive marketing 27 (4), 270-280, 2013 | 597 | 2013 |
| The early bird catches the news: Nine things you should know about micro-blogging AM Kaplan, M Haenlein Business horizons 54 (2), 105-113, 2011 | 575 | 2011 |
| Two hearts in three-quarter time: How to waltz the social media/viral marketing dance AM Kaplan, M Haenlein Business horizons 54 (3), 253-263, 2011 | 556 | 2011 |
| The fairyland of Second Life: Virtual social worlds and how to use them AM Kaplan, M Haenlein Business horizons 52 (6), 563-572, 2009 | 462 | 2009 |
| Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster AM Kaplan, M Haenlein Business Horizons 59 (4), 441-450, 2016 | 365 | 2016 |
| Toward a parsimonious definition of traditional and electronic mass customization AM Kaplan, M Haenlein Journal of product innovation management 23 (2), 168-182, 2006 | 247 | 2006 |
| Social media: back to the roots and back to the future H Delerue, AM Kaplan, M Haenlein Journal of Systems and Information Technology, 2012 | 211 | 2012 |
| Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value M Haenlein, AM Kaplan, D Schoder Journal of Marketing 70 (3), 5-20, 2006 | 163 | 2006 |
| Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence A Kaplan, M Haenlein Business Horizons 62 (1), 15-25, 2019 | 157 | 2019 |
| A model to determine customer lifetime value in a retail banking context M Haenlein, AM Kaplan, AJ Beeser European Management Journal 25 (3), 221-234, 2007 | 142 | 2007 |
| The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration AM Kaplan, M Haenlein European Management Journal 27 (3), 197-212, 2009 | 105 | 2009 |
| Consumer use and business potential of virtual worlds: The case of “second life” AM Kaplan, M Haenlein The International Journal on Media Management 11 (3-4), 93-101, 2009 | 104 | 2009 |
| The Britney Spears universe: Social media and viral marketing at its best AM Kaplan, M Haenlein Business Horizons 55 (1), 27-31, 2012 | 102 | 2012 |
| Factors influencing the adoption of mass customization: The impact of base category consumption frequency and need satisfaction AM Kaplan, D Schoder, M Haenlein Journal of product innovation management 24 (2), 101-116, 2007 | 96 | 2007 |
| Targeting revenue leaders for a new product M Haenlein, B Libai Journal of Marketing 77 (3), 65-80, 2013 | 91 | 2013 |
| Social interactions in customer churn decisions: The impact of relationship directionality M Haenlein International Journal of Research in Marketing 30 (3), 236-248, 2013 | 73 | 2013 |
| Unprofitable customers and their management M Haenlein, AM Kaplan Business Horizons 52 (1), 89-97, 2009 | 70 | 2009 |
Andreas KaplanProfessor | Dean | Rector ESCP Europe Business School BerlinVerified email at escpeurope.eu
