Professor Hennig-Thurau's work focuses on media marketing, where he studies traditional media such as TV and movies as well as new “social” media such as Twitter and Facebook. Professor Hennig-Thurau is considered one of the most research-productive business scholars in Germany; he was ranked as one of the Top 1% business administration scholars in Germany, Austria, and Switzerland by the German business magazine Handelsblatt in 2009, taking rank 15 out of 2,100 scholars.
Professor Hennig-Thurau has published several articles on marketing-related issues in the discipline`s leading international journals, including the Journal of Marketing (in which he has authored six articles since 2006), Academy of Management Journal, the Journal of Applied Psychology, the Journal of the Academy of Marketing Science, the Journal of Service Research, Marketing Letters, the International Journal of Electronic Commerce, the Journal of Interactive Marketing, Psychology & Marketing, and the Journal of Consumer Affairs.
In addition, Professor Hennig-Thurau has authored three books and is co-editor of the seminal monograph "Relationship Marketing" which has been translated into Chinese. His major contributions to academia include the foundation and continuing editorship of VHB-JOURQUAL, the official journal ranking of the German Association for Business Research (VHB), the most influential ranking of business journals' scientific quality in German-speaking countries.