| Users of the world, unite! The challenges and opportunities of Social Media AM Kaplan, M Haenlein Business horizons 53 (1), 59-68, 2010 | 16005 | 2010 |
| A beginner's guide to partial least squares analysis M Haenlein, AM Kaplan Understanding statistics 3 (4), 283-297, 2004 | 1493 | 2004 |
| The early bird catches the news: Nine things you should know about micro-blogging AM Kaplan, M Haenlein Business horizons 54 (2), 105-113, 2011 | 529 | 2011 |
| Two hearts in three-quarter time: How to waltz the social media/viral marketing dance AM Kaplan, M Haenlein Business Horizons 54 (3), 253-263, 2011 | 503 | 2011 |
| If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 AM Kaplan Business horizons 55 (2), 129-139, 2012 | 501 | 2012 |
| Social media metrics—A framework and guidelines for managing social media K Peters, Y Chen, AM Kaplan, B Ognibeni, K Pauwels Journal of interactive marketing 27 (4), 281-298, 2013 | 444 | 2013 |
| The fairyland of Second Life: Virtual social worlds and how to use them AM Kaplan, M Haenlein Business horizons 52 (6), 563-572, 2009 | 428 | 2009 |
| Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster AM Kaplan, M Haenlein Business Horizons 59 (4), 441-450, 2016 | 262 | 2016 |
| Toward a parsimonious definition of traditional and electronic mass customization AM Kaplan, M Haenlein Journal of product innovation management 23 (2), 168-182, 2006 | 236 | 2006 |
| Social media: back to the roots and back to the future H Delerue, AM Kaplan, M Haenlein Journal of Systems and Information Technology, 2012 | 165 | 2012 |
| Competition and strategy in higher education: Managing complexity and uncertainty F Pucciarelli, A Kaplan Business Horizons 59 (3), 311-320, 2016 | 155 | 2016 |
| Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value M Haenlein, AM Kaplan, D Schoder Journal of Marketing 70 (3), 5-20, 2006 | 155 | 2006 |
| A model to determine customer lifetime value in a retail banking context M Haenlein, AM Kaplan, AJ Beeser European Management Journal 25 (3), 221-234, 2007 | 125 | 2007 |
| The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration AM Kaplan, M Haenlein European Management Journal 27 (3), 197-212, 2009 | 95 | 2009 |
| Consumer use and business potential of virtual worlds: The case of “second life” AM Kaplan, M Haenlein The International Journal on Media Management 11 (3-4), 93-101, 2009 | 93 | 2009 |
| The Britney Spears universe: Social media and viral marketing at its best AM Kaplan, M Haenlein Business Horizons 55 (1), 27-31, 2012 | 92 | 2012 |
| Factors influencing the adoption of mass customization: The impact of base category consumption frequency and need satisfaction AM Kaplan, D Schoder, M Haenlein Journal of product innovation management 24 (2), 101-116, 2007 | 90 | 2007 |
| European management and European business schools: Insights from the history of business schools A Kaplan European Management Journal 32 (2), 529-534, 2014 | 87 | 2014 |
| Unprofitable customers and their management M Haenlein, AM Kaplan Business Horizons 52 (1), 89-97, 2009 | 64 | 2009 |
| Collaborative projects (social media application): About Wikipedia, the free encyclopedia A Kaplan, M Haenlein Business horizons 57 (5), 617-626, 2014 | 54 | 2014 |