Haenlein Michael | ESCP Business School

Michael Haenlein

Full Professor of Marketing

Department : Marketing
Campus : Paris

Michael Haenlein is a Professor of Marketing at ESCP Business School in Paris. His main area of expertise is the impact of new technologies on firms and consumers. Within this space, Michael has worked on questions related to online retailing, social media, influencer marketing, mobile gaming, and, more recently, artificial intelligence, video gaming, and live streaming. Michael counts among the Top 25 most cited researchers in the field of marketing world-wide. He is an Associate Editor at the Journal of Marketing, the Journal of the Academy of Marketing Science (JAMS), and the International Journal of Research in Marketing (IJRM). He is also on the Editorial Review Boards of the Journal of Retailing and California Man-agement Review, as well as the Advisory Board of the European Management Journal. Mi-chael received Best Paper Awards for his work published in Business Horizons and IJRM, as well as the Jan-Benedict Steenkamp Award for Long-Term Impact in Marketing. Michael is the President-Elect Designate of the Academic Council of the American Market-ing Association (AMA) and the Vice President of Publications at the European Marketing Academy (EMAC). He is also part of the Scientific Advisory Board of Ferrandi Paris, France's most prestigious school focused on culinary arts, and of the French Federation of Haute Couture and Fashion, the body responsible for setting the dates and location of the French fashion weeks. Michael holds a PhD from WHU – Otto Beisheim School of Management, and a Habilitation from Panthéon-Sorbonne University. As a consultant, he has collaborated with numerous international companies across various industries, including telecommunications, financial services, technology, and private equity.

PUBLICATIONS

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15 publications

Academic Articles

2025

LIBAI, B., A. BABIC ROSARIO, M. BEICHERT, B. DONKERS, M. HAENLEIN, R. HOFSTETTER, P. K. KANNAN, R. VAN DER LANS, A. LANZ, H. A. LI, D. MAYZLIN, E. MULLER, D. SHAPIRA, J. YANG, L. ZANG

Influencer marketing unlocked: Understanding the value chains driving the creator economy

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 53 (1), 4-28

Academic Articles

2025

HAENLEIN, M., S. STÄBLER

The unheard voice of marketing research: Breaking through to news and social media

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 53 (1), 105 - 128

Academic Articles

2024

HAENLEIN, M., A. KAPLAN

To Be or Not to Be: Will Virtual Worlds and the Metaverse Gain Lasting Traction?

CALIFORNIA MANAGEMENT REVIEW, 66 (4), 5-22

Academic Articles

2024

HAENLEIN, M., L. SUDBURY-RILEY, P. HUNTER-JONES, A. AL-ABDIN

When the road is rocky: Investigating the role of vulnerability in consumer journeys

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 52 (4), 1045-1068

Academic Articles

2023

HAENLEIN, M., K. YOO, R. B. WELDEN, K. HEWETT

The merchants of meta: A research agenda to understand the future of retailing in the metaverse

JOURNAL OF RETAILING, 99 (2), 173-192

Academic Articles

2023

HAENLEIN, M., B. LIBAI, E. MULLER

Satiation and cross promotion: Selling and swapping users in mobile games

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 40 (2), 342-361

Academic Articles

2022

HAENLEIN, M., R. VARADARAJAN, R. B. WELDEN, S. ARUNACHALAM, S. GUPTA

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, 39(2), 482-501

Academic Articles

2022

HAENLEIN, M., M. J. BITNER, A. K. KOHLI, K. N. LEMON, D. J. REIBSTEIN

Responsible Research in Marketing

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 50(1), 8–12

Academic Articles

2022

HAENLEIN, M., M. -H. HUANG, A. KAPLAN

Business Ethics in the Era of Artificial Intelligence

JOURNAL OF BUSINESS ETHICS

Academic Articles

2021

HAENLEIN, M., A. KOHLI

Factors affecting the study of important marketing issues: Implications and recommendations

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38(1), 1-11

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Academic Articles

2025

Influencer marketing unlocked: Understanding the value chains driving the creator economy

Academic Articles

2025

The unheard voice of marketing research: Breaking through to news and social media

Academic Articles

2024

To Be or Not to Be: Will Virtual Worlds and the Metaverse Gain Lasting Traction?

Academic Articles

2024

When the road is rocky: Investigating the role of vulnerability in consumer journeys

Academic Articles

2023

The merchants of meta: A research agenda to understand the future of retailing in the metaverse

Academic Articles

2023

Satiation and cross promotion: Selling and swapping users in mobile games

Academic Articles

2022

Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions

Academic Articles

2022

Responsible Research in Marketing

Academic Articles

2022

Business Ethics in the Era of Artificial Intelligence

Academic Articles

2021

Factors affecting the study of important marketing issues: Implications and recommendations

Research and expertise