Professor of Digital Marketing Analytics

Prof. Dr. Andreas U. Lanz is a marketing professor and member of the faculty board at the University of Basel. He joined from HEC Paris in 2023 and holds a doctoral degree from the University of Mannheim.

Andreas researches social networks and is recognized for his award-winning work on the effectiveness of micro influence for dissemination (i.e., Lanz et al. 2019 as well as Beichert et al. 2024 and Goldenberg et al. 2024). He published in leading academic journals including the Journal of Marketing (2024; 2024), Journal of Marketing Research (2019; 2024), Management Information Systems Quarterly (2022; 2024), and Quantitative Marketing and Economics (2022)—with press coverage, among others, in the Harvard Business Review and MIT Sloan Management Review.

As for service to academia, Andreas is regularly invited to review scholarly work, notably as an editorial review board member of the Journal of Marketing (2023-). He chairs the Creator Economy Retreat (2025-) and is an active member of the European Marketing Academy, serving as elected Swiss National Representative (2024-) and co-chair of the Job Market Simulation (2023-) and Creator Economy Special Interest Group (2024-).

For his contributions, Andreas received the 2024 Journal of Marketing Outstanding Reviewer Award, the 2021 Don Lehmann Award from the American Marketing Association, and the 2020 Rigour & Relevance Research Award from the Swiss Academy of Marketing Science, and he was the runner-up in the 2018 Doctoral Dissertation Competition of the European Marketing Academy / Sheth Foundation. His mentees won the 2024 Stiftung Marketing Award from the University of Mannheim, were runner-ups in the 2024 European Marketing Academy-Enginius Doctoral Dissertation Competition, and received the 2023 CDSB Doctoral Student Award from Mannheim's Graduate School of Economic and Social Sciences as well as the Best Student Paper Award from the Workshop on Information Systems and Economics 2022.

Pethig, Florian, Hartmut Hoehle, Kai-Lung Hui, and Andreas Lanz (2024), "Behavior Toward Newcomers and Contributions to Online Communities," Management Information Systems Quarterly, forthcoming.

Lanz, Andreas, Jacob Goldenberg, Daniel Shapira, and Florian Stahl (2024), "Buying Future Endorsements from Prospective Influencers on User-Generated Content Platforms," Journal of Marketing Research, forthcoming.

Goldenberg, Jacob, Andreas Lanz, Daniel Shapira, and Florian Stahl (2024), "Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors," Journal of Marketing, 88(5), 111-130.

Beichert, Maximilian, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz (2024), "Revenue Generation Through Influencer Marketing," Journal of Marketing, 88(4), 40-63.

Lanz, Andreas, Gregor Reich, and Ole Wilms (2022), "Adaptive Grids for the Estimation of Dynamic Models," Quantitative Marketing and Economics, 20, 179-238.

Weiler, Michael, Simon Stolz, Andreas Lanz, Christian Schlereth, and Oliver Hinz (2022), "Social Capital Accumulation Through Social Media Networks: Evidence from a Randomized Field Experiment and Individual-Level Panel Data," Management Information Systems Quarterly, 46(2), 771-812.

Lanz, Andreas, Jacob Goldenberg, Daniel Shapira, and Florian Stahl (2019), "Climb or Jump: Status-Based Seeding in User-Generated Content Networks," Journal of Marketing Research, 56(3), 361-378.