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    How would you like your (sustainability) influencer? A cross-cultural discrete choice experiment on preferred influencer characteristics
    (IGI Global, 2024) Botts, Moritz M.; Hurmacı, Ömer
    Despite influencer marketing being among the most popular digital marketing tools in practice, there are still many research gaps, especially when it comes to specific influencer types. Though technology is converging worldwide, the perception of social influencers may differ between cultures. In this study, a model of influencer characteristics is applied to cases of sustainable and regular products. The optimal influencer for German and Turkish consumers is investigated via a discrete choice experiment (DCE). Findingssuggest that female influencers are preferred over male influencers, and trustworthiness is especially required for promoting sustainable products, regardless of the respondent’sinvolvement forsustainability. For German consumers, attractiveness plays a larger role than for Turkish consumers, who prefer high levels of trustworthiness and expertise. The applicability of this methodology for larger studies with multi-country samples is discussed.
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    LEARNING IN SPACE–USING SCIENCE FICTION PODCASTS IN AND OUT OF THE MARKETING CLASSROOM
    (Routledge, 2024) Botts, Moritz M.
    To provide the current student generation with an innovative online learning method, podcasts with science fiction short stories are introduced to marketing education. Findings from neurology and psychology point to positive effects of storytelling for gaining knowledge and developing interpersonal skills. Science fiction stories challenge common conceptions and enable students to engage with upcoming marketing issues in creative ways. An overview of eight marketing related science fiction stories is provided that are available for download as open access podcasts, with 23 more management and economics podcast stories available in the online appendix. To show how science fiction podcasts can be implemented in class, one of the stories is discussed in more detail. Further suggestions for implementation and possible challenges are outlined. © 2024 Society for Marketing Advances.