Newest publications
Profit ohne Vertrauensverlust? Mit humanoiden KI-Influencern!
Wirkung, Risiken und Handlungsempfehlungen für Marketers
(2026) May, Laxmi; Fink, Lorenz; Seitz, Natalie; Rexhaj, Aldina; Dombrowski, Jana
Humanoide KI-Influencer sind längst keine futuristische Spielerei mehr. Sie posten, interagieren, kooperieren mit Marken und generieren Reichweite, Aufmerksamkeit und Umsatz. Für Unternehmen sind sie effizient, kontrollierbar und skalierbar. Kurz gesagt: ein rational nachvollziehbares Marketing-Instrument. Doch wo Geld im Spiel ist, steht noch etwas anderes auf dem Spiel: Vertrauen. Und Vertrauen ist die eigentliche Währung von Marken. Je menschenähnlicher KI-Influencer inszeniert werden, desto stärker wirken sie, aber desto sensibler reagieren Konsumenten auf
Brüche, Intransparenz oder moralische Inkonsistenzen. Zwischen Faszination und Irritation liegt oft nur ein Post. Dieses Whitepaper beleuchtet, wie humanoide KI-Influencer auf Instagram so eingesetzt werden können, dass sie wirtschaftlich wirksam und kommunikativ verantwortungsvoll zugleich sind und zeigt warum Moral heute kein Idealismus mehr ist, sondern strategisches Risikomanagement.
How to find your perfect match
Online Influencer Marketing für kleine und mittlere Unternehmen
(2026) Albrecht, Dominic; Deutschmann, Sarah; Lackmann, Mino; Schönbein, Janine; Dombrowski, Jana
Als kleines oder mittleres Unternehmen (KMU) stehen Sie häufig vor einer zentralen Herausforderung: Sie benötigen Sichtbarkeit, doch klassische Werbemaßnahmen sind kostenintensiv und verfehlen häufig Ihre eigentliche Zielgruppe. Gleichzeitig besteht die Sorge, dass Ihre Budgets nicht ausreichen, um spürbare Ergebnisse zu erzielen. Online Influencer Marketing (OIM) eröffnet Ihnen hier eine große Chance: Sie können Ihre Zielgruppen präzise ansprechen, Streuverluste reduzieren und Ihre Marke authentisch positionieren. Dabei ist die wichtigste Erkenntnis: Nicht die größte Reichweite entscheidet über den Erfolg. Maßgeblich ist der Fit zwischen Influencer, Ihrer Marke, Ihrem Angebot und Ihrer Zielgruppe. In diesem Whitepaper schlüsseln wir genau auf wie Sie als KMU einen Influencer finden, der zu Ihnen passt. Sie erhalten Einblick in den aktuellen Forschungsstand und neueste Daten zur Rolle des OIM. Außerdem geben wir Ihnen praktische Tipps und Materialien mit an die Hand, die Ihnen als Unternehmen dabei helfen ein perfektes Match zu finden.
Unleashing the potential of eHealth in outpatient cancer care for patients undergoing immunotherapy—a quantitative study considering patients’ needs and current healthcare challenges
(2024) Holderried, Tobias A. W.; Stasik, Isabel; Schmitz, Marie-Therese; Schmitz, Friederike; Meyer, Tizian K.; Stauß, Leonie; Kirschner, Martin; Skowasch, Dirk; Landsberg, Jennifer; Schmid, Matthias; Brossart, Peter; Holderried, Martin
Background: The use of online information and communication is globally increasing in the healthcare sector. In addition to known benefits in other medical fields, possible specific potentials of eHealth lie in the monitoring of oncological patients undergoing outpatient therapy. Specifically, the treatment with immune checkpoint inhibitors (ICI) requires intensive monitoring due to various possible negative side effects. The present study explores cancer patients’ perspectives on eHealth and demonstrates how eHealth applications, from the patients’ point of view, can contribute to further improving outpatient immunotherapy.
Methods and findings: Our multicenter study was executed at the university hospitals in Bonn and Aachen. A structured questionnaire was distributed to patients receiving outpatient immunotherapy. Contents addressed were (1) the patients’ attitude towards eHealth applications, (2) the use of modern information and communications technologies (ICT) in (2a) everyday life and (2b) health-related information search including eHealth literacy, (3) the use of internet-enabled devices as well as (4) socio-demographic data. 164 patients were included in the study, of whom 39.0% were female and 61.0% male and the average age was 62.8 years. Overall, there was a high distribution of internet-enabled devices for everyday use and a great interest in integrating eHealth applications into outpatient immunotherapy. The assessment of eHealth potentials significantly depended on age. The younger participants demonstrated a broader use of modern ICT and a higher affinity for its use in outpatient immunotherapy. In some aspects, level of education and gender were also relevant factors influencing the patients’ view on eHealth.
Conclusion: This study demonstrates the potential for further integration of eHealth applications into outpatient immunotherapy from the patients’ perspective. It indicates a dependency on age and educational level for the further integration of eHealth into patient care in oncology. Due to particular patient needs regarding age, level of education, gender and other subgroups, specific education and training as well as target-group specific digital health interventions are necessary to fully utilize the potentials of eHealth for outpatient immunotherapy. Future studies are required to specifically address target-group specific usability of eHealth applications and eHealth literacy, as well as to address information security and data protection.
Evaluating N2O emissions and carbon sequestration in temperate croplands with cover crops: insights from field trials
(2025) Nasser, Victoria; Dechow, René; Helfrich, Mirjam; Meijide, Ana; Rummel, Pauline Sophie; Koch, Heinz-Josef; Ruser, Reiner; Essich, Lisa; Dittert, Klaus
Cover crops (CCs) are acclaimed for enhancing the environmental sustainability of agricultural practices by aiding in carbon (C) sequestration and reducing losses of soil mineral nitrogen (SMN) after harvest. Yet, their influence on nitrous oxide ( N2O) emissions – a potent greenhouse gas – presents a complex challenge, with findings varying across different studies. This research aimed to elucidate the effects of various winter CCs – winter rye (frost-tolerant grass), saia oat (frost-sensitive grass), and spring vetch (frost-sensitive legume) – compared to a bare fallow control on SMN dynamics, N2Oemissions, and C sequestration. These effects were determined by measuring SMN dynamics and N2Oemissions in field experiments. The effects of CCs on soil C sequestration over a 50-year period were predicted by soil organic C (SOC) models using measured aboveground and belowground CC biomass. While CCs efficiently lowered SMN levels during their growth, they slightly increased N2Oemissions compared to bare fallow. In particular, winter frost events triggered significant emissions from the frost-sensitive varieties. Moreover, residue incorporation and tillage practices were associated with increased N2Oemissions in all CC treatments. Winter rye, characterized by its high biomass production and nitrogen (N) uptake, was associated with the highest cumulative N2Oemissions, highlighting the influence of biomass management and tillage practices on N cycling and N2Oemissions. The CC treatment resulted in a slight increase in direct N2Oemissions ( 4.5±3.0, 2.7±1.4, and 3.1±3.8kgN2O-Nha-1for rye, oat, and vetch, respectively) compared to the fallow ( 2.6±1.7kgN2O-Nha-1) over the entire trial period (18 months). However, the potential of non-legume CCs to reduce indirect N2Oemissions compared to fallow ( 0.3±0.4and 0.2±0.1kgN2O-Nha-1a-1for rye and oat, respectively) and their contribution to C sequestration (120–150 kgCha-1a-1over a period of 50 years when CCs were grown every fourth year) might partially counterbalance these emissions. Thus, while CCs provide environmental benefits, their net impact on N2Oemissions requires further research into optimized CC selection and management strategies tailored to specific site conditions to fully exploit their environmental advantages.
Does small firm dynamics matter for occupation diversity and job quality? Evidence from Brazil
(2024) Bueno, Alan; Cardoso, Ben Hur Francisco; Hartmann, Dominik; Ferraz, Diogo
Recent studies have explored the role of firm dynamics and the connection to job reallocation. However, limited attention has been devoted to the role of micro and small firms in this process, particularly about the quality of the jobs generated. Therefore, this article aims to measure the impact of micro and small firm dynamics on occupation diversification in Brazil, with specific emphasis on job quality. The study used data from 558 microregions within the Brazilian industrial sector between 2003 and 2015. Panel data were applied to three econometric models: Feasible Generalized Least Squares (FGLS), Driscoll–Kraay (DK) and Instrumental Variable (IV) models for robustness analysis, including Two-Stage Least Squares (2SLS), Limited Information Maximum Likelihood (LIML), and the Generalized Method of Moments with Continuously Updating Estimators (GMM-CUE). Our main finding reveals that the dynamics of micro and small firms positively impact occupation diversity in Brazil, leading to the creation of a wider range of job types. Furthermore, the frequency of change of firms from microenterprises to small businesses increases the occupation diversity in the Brazilian industrial sector. Our findings are significant in providing policy recommendations for developing countries to achieve a more diverse labor market .