Research Interest

Topics

Biography

Andreas Kaplan is Professor of Marketing at ESCP Europe where he currently serves as the Director of Brand and Communication Europe. Previously he acted as Head of the Marketing Department. Before joining ESCP Europe, Andreas started his career as marketing professor at the ESSEC Business School and Sciences Po Paris.

Professor Kaplan's research mainly deals with analyzing and decrypting social media. Additionally, he has carried out research in the areas of customer lifetime valuation, mass customization and public sector marketing. Besides 'Principles of marketing', Andreas teaches 'Advertising and media', 'Political and public marketing', and 'Social media and viral marketing’.

Professor Kaplan did his Habilitation (HDR; French post-doctoral qualification for Ph.D. supervisor) at the Sorbonne Graduate Business School (University of Paris 1 Pantheon-Sorbonne) and his Ph.D. at the University of Cologne in cooperation with HEC School of Management Paris. He holds a Master of Public Administration (MPA) from the École Nationale d'Administration (ENA; French National School of Public Administration), an MSc from ESCP Europe, and a BSc from the University of Munich. Additionally, Andreas was visiting Ph.D. at INSEAD and participated in the International Teachers Programme (ITP) at the Kellogg School of Management, Northwestern University.

Current research

Professor Kaplan’s current research deals with analyzing and decrypting social media which are defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (Kaplan and Haenlein 2010, p. 61). Next to blogs and mircoblogs (e.g. Twitter), also collaborative projects (e.g. Wikipedia), content communities (e.g. Youtube), social networking sites (e.g. Facebook), virtual game worlds (e.g. World of Warcraft), and virtual social worlds (e.g. Second Life) are part of social media.

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

Publications