Andreas Kaplan

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.

Andreas Marcus Kaplan (born October 5, 1977) 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.

Kaplan was born on October 5, 1977, and grew up in Munich, Germany. His mother is Anneliese Kaplan (dressmaker) and his father is Vincenc Kaplan (locksmith).