According to Marc Dollinger, the editor of Business Horizons, “the article is an excellent exemplar of the best of Business Horizons in that it addresses an important and timely topic while offering practical lessons for managers. The paper defines the domain of social mobile media and explores the many uses of social mobile media for managers. Kaplan concludes with four insightful pieces of advice in his formulation of the Four I’s of mobile social media: individualize, involve, initiation and integrate.”
This article continues the line of several articles which Professor Kaplan published in Business Horizons on the topics of Social Media, Viral Marketing, and User Generated Content (UGC). Of particular importance is hereby the article “Users of the World, Unite!” co-authored with ESCP Europe Professor Michael Haenlein. This seminal article coins the term “Social Media” and provides a classification scheme for the different social media types. It already was the Hottest Business Management Article on Science Direct in 2011. Only published in 2010, the articles has already 280 citations in the Scopus database, over 50 citations in Business Source Premier and over 1,100 citations in Google Scholar.