Andreas Lanz’s multi-method research projects in the domain of user-generated content networks such as SoundCloud, Instagram, and LinkedIn lie primarily in the intersection between marketing, economics, and information systems. They are geared towards understanding the use of social influence for firms and its impact on society. A priority of his research into this creator economy revolves around the question how creators can influence consumer behavior. Currently, he investigates, among others, how creators can successfully build their own businesses.