Prof. Dr. Andreas U. Lanz is a marketing professor and member of the faculty board at the University of Basel. Andreas joined from HEC Paris in 2023 and holds a doctoral degree in Business Administration from the University of Mannheim. His multi-method research projects into the creator economy – combining both secondary and experimental data – lie in the intersection between marketing, economics, and information systems, and are geared towards understanding the use of social influence for firms (e.g., through influencers) and its impact on society.

Andreas' award-winning work has been published in the Journal of Marketing (JM), the Journal of Marketing Research (JMR), the Management Information Systems Quarterly (MISQ), and Quantitative Marketing and Economics (QME). He is the recipient of the 2024 Journal of Marketing Outstanding Reviewer Award, the 2021 Don Lehmann Award from the American Marketing Association (AMA), and the 2020 Rigour & Relevance Research Award from the Swiss Academy of Marketing Science (SAMS), and was the runner-up in the 2018 Doctoral Dissertation Competition of the European Marketing Academy (EMAC) / Sheth Foundation. His mentees were runner-ups in the 2024 EMAC-Enginius Doctoral Dissertation Competition and received the 2023 CDSB Doctoral Student Award from Mannheim's Graduate School of Economic and Social Sciences (GESS) as well as the Best Student Paper Award from the Workshop on Information Systems and Economics (WISE) 2022. Andreas is an ERB member of the Journal of Marketing and co-chairs EMAC‘s Job Market Simulation as well as Creator Economy SIG. Given his expertise, Andreas teaches marketing analytics and strategy on all levels, co-organizes the CMO Meeting, and serves on various corporate boards.

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

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.