HAENLEIN Michael

ESCP Business School

Professor

Michael Haenlein is Professor of Marketing at the business school ESCP Europe and the Scientific Director of the ESCP Europe Research Center on Big Data.

Videos from this author

05:29

The challenges and benefits of influencer marketing

Changes in media consumption patterns have resulted in two significant shifts in how firms communicate with such customers over the past couple of years, explains Prof. Michael Haenlein.

HAENLEIN Michael - ESCP Business School |

Trends, Trends-en
Marketing, Sales and Communication

04:54

Big data, AI, social media: Don’t take what you read in the press for granted!

Professor of Marketing Michael Haenlein discusses common beliefs and fears about the digital economy on Xerfi Canal.

HAENLEIN Michael - ESCP Business School |

Trends, Trends-en
Information Systems, Marketing, Sales and Communication, Strategic Management

02:23

On the interpretations, illustrations, and implications of artificial intelligence

Berlin campus Rector Andreas Kaplan and fellow ESCP Europe Professor Michael Haenlein talk about their recent article on Artificial Intelligence (AI), which included a definition and classification of AI, case studies showing its potential and risks, as well as a framework to help organizations.

HAENLEIN Michael - ESCP Business School |

KAPLAN Andreas - ESCP Business School |

Research
Information Systems, Marketing, Sales and Communication, Strategic Management

03:37

“Influencer Marketing” can be used to grow supermarket sales

Michael Haenlein and his co-authors analysed the use of customers as micro-influencers to boost the sales of everyday consumer products. Celebrities have represented brands and thus helped sell their products for years. Today Consumer Packaged Goods (CPG) manufacturers equally invest in word-of-mouth programs and incentivize customers to spread the word about everyday products. But do such programs really help increase the sales supermarket goods? That’s the question ESCP Europe Professor of Marketing Michael Haenlein tried to answer with Lancaster University Professor Florian Dost, European University Viadrina PhD candidate Ulrike Phieler and Arison School of Business Professor Barak Libai, in an article they published in the Journal of Marketing and a managerial version published by the American Marketing Association.

HAENLEIN Michael - ESCP Business School |