Jan-Michael Becker

Førsteamanuensis - Institutt for markedsføring


Jan-Michael Becker is an associate professor in the department of marketing at the BI Norwegian Business School. He has received his doctorate degree from the University of Cologne where he was also an assistant professor in the German habilitation system (“Akademischer Rat”). He has been a visiting scholar at Georgia State University, Atlanta, USA and at University of Waikato, Hamilton, New Zealand as well as an external lecturer at the University of Tübingen, Germany.
His research has been published in several premier academic journals, including Information Systems Research, MIS Quarterly, Psychometrika, Nature Human Behavior, Multivariate Behavioral Research, Long Range Planning, Journal of Business Research, and Marketing Letters.
He is a co-developer and co-founder of SmartPLS ( which offers software applications for modeling structural equation models with Partial Least Squares (PLS) path modeling.
His research interest and expertise focus on the digital transformation of marketing and consumer behavior as well as marketing analytics, behavioral research methods and computational statistics.

For more information on publications and current research activities please visit:
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Becker, Jan-Michael; Proksch, Dorian & Ringle, Christian M. (2021)

Revisiting Gaussian copulas to handle endogenous regressors

Journal of the Academy of Marketing Science Doi: 10.1007/s11747-021-00805-y

Marketing researchers are increasingly taking advantage of the instrumental variable (IV)-free Gaussian copula approach. They use this method to identify and correct endogeneity when estimating regression models with non-experimental data. The Gaussian copula approach’s original presentation and performance demonstration via a series of simulation studies focused primarily on regression models without intercept. However, marketing and other disciplines’ researchers mainly use regression models with intercept. This research expands our knowledge of the Gaussian copula approach to regression models with intercept and to multilevel models. The results of our simulation studies reveal a fundamental bias and concerns about statistical power at smaller sample sizes and when the approach’s primary assumptions are not fully met. This key finding opposes the method’s potential advantages and raises concerns about its appropriate use in prior studies. As a remedy, we derive boundary conditions and guidelines that contribute to the Gaussian copula approach’s proper use. Thereby, this research contributes to ensuring the validity of results and conclusions of empirical research applying the Gaussian copula approach.

Karagür, Zeynep; Becker, Jan-Michael, Klein, Kristina & Edeling, Alexander (2021)

How, Why, and When Disclosure Type Matters for Influencer Marketing

International Journal of Research in Marketing Doi: 10.1016/j.ijresmar.2021.09.006

Consumers’ changing media consumption behaviors and skepticism toward traditional forms of advertising have prompted the growth of influencer marketing. Even as regulatory authorities call on brands and influencers to disclose the posts as advertising, no consistent guidelines exist. The distinct effects of self-generated versus platform-initiated disclosures also remain unclear, nor has research addressed the interplay of key influencer characteristics and marketing disclosures. This article reports on findings from the first academic field study of influencer marketing disclosures, as well as three experimental studies, which indicate that disclosure is a double-edged sword. When provided through a platform-initiated branded content tool, disclosure consistently exerts the strongest effect on perceptions of advertising, negatively relating to influencer trustworthiness and consumer engagement. The effects of disclosure type also depend on the number of followers and number of previously endorsed products (i.e., influencer characteristics). Yet consumers also express appreciation for transparency when influencers disclose posts as advertising, which increases perceived trustworthiness of the influencer and engagement with the post. The implications of these findings should inform choices by public policy makers, brand managers, and influencers.

Akademisk grad
År Akademisk institusjon Grad
2011 University of Cologne Dr.rer.pol
År Arbeidsgiver Tittel
2020 - Present BI Norwegian Business School Associate professor