page_title: Andreas Kaplan
section_title: Research
hierarchical_section_title: Andreas Kaplan / Research
caption_attribution_description: English: Nicole Fontaine, Odile Quintin, Andreas Kaplan / European Parliament / Brussels
context_page_description: Andreas Marcus Kaplan is Professor of Marketing at the ESCP Business School. He is specialized in the areas of social media, viral marketing, and the digital world in general. Kaplan currently has the rector's position of ESCP Business School Berlin. Previously, he acted as the School's Dean for Academic Affairs / Provost and before as its Director of Brand and Communications. Moreover, Kaplan was elected Head of the Faculty's marketing department.
context_section_description: Kaplan started doing research in the areas of mass customization, innovation, customer lifetime valuation, and relationship marketing. Since then his research mainly deals with analyzing and decrypting the digital sphere. With 24 000 citations on Google Scholar, Professor Kaplan was counted amongst the Top 50 Business and Management authors in the world according to John Wiley & Sons. Kaplan received the annual Best Article Award from Business Horizons, sponsored by Elsevier, for his 2012 paper "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4". In particular, his 2010 article co-authored with Michael Haenlein "Users of the world, unite! The challenges and opportunities of social media" published in Business Horizons is widely cited (over 17,000 times on Google Scholar and over 5,000 times in Scopus) and known in the field. This seminal article "Users of the World, Unite!" recurrently achieved first place in Science Direct's annual list of the 25 most downloaded publications across all 24 core subject areas covered in Science Direct, ranging from Management to Engineering, Psychology, or Neuroscience and thus was downloaded more often than any other of the approximately 13.4 million papers in the collection.
  More recent research deals with the influence of the digital sphere on higher education such as the arrival of MOOCs and SPOCs, as well as in the area of artificial intelligence.
caption: European Parliament Brussels: Nicole Fontaine, Andreas Kaplan, Odile Quintin
exif: {"Image Tag 0x000B": "Windows Photo Editor 10.0.10011.16384", "Image Make": "Canon", "Image Model": "Canon EOS 5D Mark II", "Image Orientation": "Horizontal (normal)", "Image XResolution": "72", "Image YResolution": "72", "Image ResolutionUnit": "Pixels/Inch", "Image Software": "Windows Photo Editor 10.0.10011.16384", "Image DateTime": "2016:12:13 06:53:29", "Image Artist": "", "Image YCbCrPositioning": "Centered", "Image Copyright": "", "Image ExifOffset": "2404", "GPS GPSVersionID": "[2, 2, 0, 0]", "Image GPSInfo": "6952", "Image Padding": "[]", "Thumbnail Compression": "JPEG (old-style)", "Thumbnail XResolution": "96", "Thumbnail YResolution": "96", "Thumbnail ResolutionUnit": "Pixels/Inch", "Thumbnail JPEGInterchangeFormat": "7066", "Thumbnail JPEGInterchangeFormatLength": "12826", "EXIF ExposureTime": "1/160", "EXIF FNumber": "28/5", "EXIF ISOSpeedRatings": "3200", "EXIF ExifVersion": "0221", "EXIF DateTimeOriginal": "2016:02:09 14:12:50", "EXIF DateTimeDigitized": "2016:02:09 14:12:50", "EXIF ComponentsConfiguration": "YCbCr", "EXIF ShutterSpeedValue": "59/8", "EXIF ApertureValue": "5", "EXIF ExposureBiasValue": "0", "EXIF Flash": "Flash did not fire, compulsory flash mode", "EXIF FocalLength": "20", "EXIF FlashPixVersion": "0100", "EXIF ColorSpace": "sRGB", "EXIF ExifImageWidth": "1155", "EXIF ExifImageLength": "655", "Interoperability InteroperabilityVersion": "[48, 49, 48, 48]", "Interoperability RelatedImageWidth": "1155", "Interoperability RelatedImageLength": "655", "EXIF InteroperabilityOffset": "6890", "EXIF FocalPlaneXResolution": "5616000/1459", "EXIF FocalPlaneYResolution": "1872000/479", "EXIF FocalPlaneResolutionUnit": "2", "EXIF CustomRendered": "Normal", "EXIF ExposureMode": "Auto Exposure", "EXIF WhiteBalance": "Manual", "EXIF SceneCaptureType": "Standard", "EXIF Padding": "[]", "EXIF OffsetSchema": "4212"}