15/05/2026
We were delighted to welcome Andreas Lanz yesterday to the Faculty of Economics and Business Studies at the for a research seminar on “Research into the Creator Economy.”
Andreas Lanz is Professor of Marketing at the University of Basel and a member of its Faculty Board. Previously affiliated with HEC Paris and holding a PhD from the University of Mannheim, he has built an outstanding international academic profile in the areas of social media, user-generated content platforms, influencer marketing, and the creator economy.
His research has been published in leading journals such as the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, MIS Quarterly, Management Science, and Quantitative Marketing and Economics.
It was especially valuable to learn first-hand about his research on a topic that is attracting growing interest in both academia and practice. The conversation that followed was particularly enriching and led to a very stimulating exchange of ideas on creators, platforms, influence, and the evolution of digital markets.
Many thanks to Andreas Lanz for his generosity, collaboration, and for sharing his research with us.
And thank you as well to everyone who attended and contributed to such an engaging session.
DigitalPlatforms Academia UniversityOfMalaga
