Social media influencers, particularly those focused on sustainable practices, significantly impact consumer be-havior and environmental consciousness, influencing purchasing decisions to political activism, thereby playing a pivotal role in addressing climate change. The purpose of this cumulative dissertation is to identify the influ-ence process, effect, and utilization of green influencers. This endeavor is structured around three manuscripts, each addressing distinct research inquiries. Paper A delves into the correlation between influencers and their followers, specifically examining how prior green consumer attitudes influence this relationship. Paper B focuses on the characteristics of effective messaging by green influencers, providing insights into how these influencers can most persuasively advocate for sustainable practices. Paper C conducts a comprehensive literature analysis of 44 research articles, concentrating on the characteristics of influencers and their audiences, as well as the communication strategies employed by influencers. Collectively, these papers offer marketers and policymakers a comprehensive framework for leveraging influencers to promote sustainable products and services effectively.
This book deals with the electronic procurement of transportation services. It provides an overview of the fundamentals for the procurement of transportation services, including the relevant objectives, involved parties, and processes. A focus is set on Electronic Transportation Marketplaces (ETMs) which offer main functionalities for the procurement of transportation services on the spot and contract market as well as additional functionalities to improve further processes (e.g., time-slot management). Even though such marketplaces are important from an economic and ecological perspective, previous research provides only little knowledge about the status quo of their use, the determinants of marketplace use and the link between this use and business value. To close these research gaps, Philipp Sylla builds a comprehensive conceptual research framework and conducts an empirical analysis based on a web survey of shippers in Germany. The empirical results build the foundation for the development of an evaluation concept that provides practical support for shippers in the assessment of marketplace use and the evaluation of potential business value impacts.