Andreas U. Lanz

Prof. Dr. Andreas U. Lanz is a marketing professor at the University of Basel since 2023, joining from HEC Paris. His research focuses on social networks and micro-influence strategies, with award-winning work on digital content dissemination.

• Education: Doctoral degree from the University of Mannheim

Research Interests:
Andreas Lanz specializes in influencer marketing, network dynamics, and digital consumer behavior. His work explores how micro-influencers drive content virality, status-based network seeding, and economic models for creator platforms. He co-chairs the Creator Economy Retreat and EMAC Creator Economy Special Interest Group.

Recent Publications: His 2025 Management Science paper examines creator economy value chains, while 2024 Journal of Marketing studies optimize influencer targeting through triadic closure. Earlier works in MIS Quarterly and Journal of Marketing Research address social capital formation and adaptive modeling techniques.

Scientific Awards:

• Outstanding Reviewer Award (Journal of Marketing, 2024)
• ISMS Early-Career Fellowship (2023)
• AMA Don Lehmann Award (2021, 2025)
• SAMS Rigour & Relevance Award (2020)
• EMAC/Sheth Foundation Dissertation Runner-up (2018)

Academic Service: Editorial board member for Journal of Marketing and Marketing Science, organizer of the EMAC Job Market Simulation, and contributor to digital marketing education frameworks.