alertAlert suspicious messages affecting higher education institutionsalert
We have been informed of a suspicion of massive phishing on illegal collection of school fees during the summer period. Phishing is a fraudulent technique used by hackers to retrieve generally banking or personal information. Before making any miscellaneous online payments or tuition fees, we invite you to be very careful and check the URL source (domain name) to ensure that you are on an official and secure site. Also check the sender's name in your emails and make sure that the spelling is correct. ESCP Europe will never ask you for personal information (username, secret code...) by e-mail. REMINDER: rules for protecting your access codes your passwords are strictly reserved for personal use, their conservation is under your responsibility.
OK

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we'll assume that you are happy to receive all cookies on the ESCP Europe website. However, if you would like to, you can change your cookie settings at any time.

Close

Michael Haenlein and his co-authors analysed the use of customers as micro-influencers to boost the sales of everyday consumer products.

Celebrities have represented brands and thus helped sell their products for years. Today Consumer Packaged Goods (CPG) manufacturers equally invest in word-of-mouth programs and incentivize customers to spread the word about everyday products. But do such programs really help increase the sales supermarket goods?

That’s the question ESCP Europe Professor of Marketing Michael Haenlein tried to answer with Lancaster University Professor Florian Dost, European University Viadrina PhD candidate Ulrike Phieler and Arison School of Business Professor Barak Libai, in an article they published in the Journal of Marketing, a managerial version published by the American Marketing Association and the video above.

Campuses