Publications

Michael Haenlein has published extensively in the areas of customer relationship management (CRM), marketing research/ structural equation modeling and social media.

 

Customer Relationship Management (CRM)

Haenlein, Michael and Andreas M. Kaplan (2012), "The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: An empirical analysis," Journal of services marketing, 26 (7), Forthcoming

Haenlein, Michael (2011), "A social network analysis of customer-level revenue distribution," Marketing letters, 22 (1), 15 - 29 (Link)

Haenlein, Michael and Andreas M. Kaplan (2011), "Evaluating the consequences of abandoning unprofitable customers: A comparison of direct and indirect abandonment strategies," Zeitschrift fuer Betriebswirtschaft, 81 (2), 77 - 94 (Link)

Haenlein, Michael and Andreas M. Kaplan (2010), "An empirical analysis of attitudinal and behavioral reactions toward the abandonment of unprofitable customer relationships," Journal of relationship marketing, 9 (4), 200 - 28 (Link)

Haenlein, Michael and Andreas M. Kaplan (2009), "Unprofitable customers and their management," Business Horizons, 52 (1), 89 - 97 ( Link)

Haenlein, Michael and Andreas M. Kaplan (2008), "Des clients à deux vitesses," Décisions Marketing, 51 (Juillet-Septembre), 77 - 81 (Link)

Haenlein, Michael, Andreas M. Kaplan, and Anemone J. Beeser (2007), "A model to determine customer lifetime value in a retail banking context," European Management Journal, 25 (3), 221 - 34 (Link)

Haenlein, Michael, Andreas M. Kaplan, and Detlef Schoder (2006), "Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value," Journal of Marketing, 70 (3), 5 - 20 (Link)

 

Marketing research/ Structural equation modeling

Haenlein, Michael and Andreas M. Kaplan (2011), "The influence of observed heterogeneity on path coefficient significance: Technology acceptance within the marketing discipline," Journal of Marketing Theory & Practice, 19 (2), 153 - 68 (Link)

Reinartz, Werner, Michael Haenlein, and Joerg Henseler (2009), "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, 26 (4), 332 - 44 (Link)

Haenlein, Michael and Andreas M. Kaplan (2004), "A beginner's guide to partial least squares analysis," Understanding Statistics, 3 (4), 283 - 97 (Link)

 

Social media

Kaplan, Andreas M. and Michael Haenlein (2012), "The Britney Spears universe: Social media and viral marketing at its best," Business Horizons, 55 (1), 27 - 31 (Link)

Kaplan, Andreas M. and Michael Haenlein (2011), "Two hearts in 3/4 time: How to waltz the social media - viral marketing dance," Business Horizons, 54 (3), 253 - 63 (Link)

Kaplan, Andreas M. and Michael Haenlein (2011), "The early bird catches the ... news: Nine things you should know about micro-blogging," Business Horizons, 54 (2), 105 - 13 (Link)

Kaplan, Andreas M. and Michael Haenlein (2010), "Users of the world, unite! The challenges and opportunities of social media," Business Horizons, 53 (1), 59 - 68 (Link)

Kaplan, Andreas M. and Michael Haenlein (2009), "Consumer use and business potential of virtual worlds: The case of Second Life," The International Journal on Media Management, 11 (3/4), 93 - 101 (Link)

Kaplan, Andreas M. and Michael Haenlein (2009), "The fairyland of Second Life: About virtual social worlds and how to use them," Business Horizons, 52 (6), 563 - 72 (Link)

Haenlein, Michael and Andreas M. Kaplan (2009), "Flagship brand stores within virtual worlds: The impact of virtual store exposure on real life attitude toward the brand and purchase intent," Recherche et Applications en Marketing, 24 (3), 57 - 79 (Link)

Haenlein, Michael and Andreas M. Kaplan (2009), "Les magasins de marques phares dans les mondes virtuels: L'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle," Recherche et Applications en Marketing, 24 (3), 57 - 79 (Link)

Kaplan, Andreas M. and Michael Haenlein (2009), "Utilisation et potentiel commercial des hyperréalités: Une analyse qualitative de Second Life," Revue Francaise du Marketing, 222 (2/5), 69 - 81 (Link)

 

Other publications

Kaplan, Andreas M. and Michael Haenlein (2009), "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, 27 (3), 197 - 212 (Link)

Kaplan, Andreas M. and Michael Haenlein (2009), "Rapprochement entre le marketing et l'administration publique: Vers une compréhension globale du potentiel du marketing public," Revue Francaise du Marketing, 224 (4/5), 49 - 66 (Link)

Kaplan, Andreas M., Detlef Schoder, and Michael Haenlein (2007), "Factors influencing the adoption of mass customization: The impact of base category consumption frequency and need satisfaction," Journal of Product Innovation Management, 24 (2), 101 - 16 (Link)

Kaplan, Andreas M. and Michael Haenlein (2006), "Toward a parsimonious definition of traditional and electronic mass customization," Journal of Product Innovation Management, 23 (2), 168  - 82 (Link)

Schoder, Detlef and Michael Haenlein (2004), "The relative importance of different trust constructs for sellers in the online world," Electronic Markets, 14 (1), 48 - 57 (Link)