IU Docs Repositorium
IU Docs
Repositorium
Researchers from IU publish their research results in numerous formats. Through this repository, we aim to make as many publications as possible available via Open Access. Gain insights into the dynamic and diverse research being conducted at IU!
Recent Submissions
Die unterschätzte Macht der Schrift: Untersuchung des Einflusses von Schriftarten auf Anzeigenwahrnehmung, Markeneinstellung und Kaufverhalten
(IU Internationale Hochschule, 2025-02-01) Vogel, Henrik; Schmitt, Sophie
Product brands are facing the increasing challenge of differentiating themselves from the competition through authentic and inspiring advertisements. Therefore, the choice of the right typeface as a design element for advertisement texts may play a crucial role in consumer behavior. Although researchers agree that typefaces generally affect people’s perception, existing research in this specific field is still limited. Based on a survey among German consumers, this study investigates whether two different fonts of an advertisement text (machine-written typeface vs. hand-written typeface) will have an impact on relevant consuming aspects, like advertisement (ad) perception, brand attitude, purchase intention and willing-ness to pay. The results indicate a stronger effect on these aspects for a hand-written advertisement text compared to the machine written version. According to that, implications for marketing professionals are derived from the results. The study contributes to existing advertising research and shows the power of typefaces as often underestimated success features of advertisements.
What Makes Us Click 'Play'? An Empirical Analysis of Content-related Success Factors for Streaming Service Adoption in Germany
(IU International University of Applied Sciences, 2026-03-13) Vogel, Henrik; Weidenbeck, Simon
Faced with intense competition in the video-on-demand (VoD) market, providers are under increasing pressure to understand the determinants of user acceptance to justify significant investments in content and infrastructure. Based on the stimulus-organism response (S-O-R) model, this study examines the influence of specific content-related characteristics on consumers' intention to use VoD services. The conceptual model was empirically validated using data from a quantitative online survey of German consumers (n = 200). The results reveal that the intention to use is massively driven by perceived content value. Specifically, content quality and platform design emerged as significant antecedents of content value, whereas content variety showed no significant impact, suggesting a shift in user preference from quantity to relevance. The paper concludes by deriving actionable managerial implications for VoD providers as well as recommendations for future research in digital service adoption.
Zwischen Handelskriegen und Energiewende – Auswirkungen des EU-China-Handelskonflikts auf deutsche Unternehmen in der Branche für erneuerbare Energie
(IU Internationale Hochschule, 2026-03-13) Raschke, Jennifer; Schubart, Constantin
As the global energy transition accelerates, the renewable energy sector has emerged as a showplace for geopolitical competition. Amid intensifying geopolitical uncertainty, e.g. the trade frictions between the EU and China, European firms face the challenge of balancing cost efficiency with strategic sovereignty. This thesis therefore investigates how current trade tensions between the EU and China impact the supply chain strategies of German companies in the photovoltaics, wind, and battery sectors. Methodologically, the study combines a qualitative literature analysis with four semi-structured expert interviews with representatives from academia and policy think tanks. Based on a deductive-inductive coding approach, it identifies seven core risk categories and ten strategic response patterns. The findings reveal that the primary threat lies not in potential tariff or non-tariff trade barriers, but in a deep-seated, asymmetric dependence on China for critical raw materials and technological components. Consequently, while a full decoupling is deemed impractical, the research advocates for a robust de-risking framework centered on diversification of sourcing and production locations, nearshoring and friend-shoring, strategic partnerships with third countries, investments in technological innovation and circular economy approaches, complementary inventory strategies, and selective engagement with China. Ultimately, these strategies represent a shift toward more resilient governance structures, providing a roadmap for policymakers and executives to secure Europe’s energy infrastructure within an era of systemic rivalry.
The influences of attitude toward responsible fashion consumption and environmental concern on Gen Z’s CSR-driven fashion brand choice intention: Empirical evidence from Germany
(IU International University of Applied Sciences, 2023-11-01) Vogel, Henrik
The fashion industry is considered one of the most relevant industries worldwide. At the same time, however, it is repeatedly accused of irresponsible behavior toward the environment and society. For fashion brands who identify Generation Z as an attractive customer target group, the increasing consumer sensitivity for environmental protection and corporate social responsibility (CSR) could offer promising potential for differentiation. Although this assumption is frequently cited, there has been surprisingly little research to date. In a quantitative-empirical study among n = 157 members of Generation Z in Germany, the impact, a) attitude toward responsible fashion consumption and b) environmental concern were analyzed. The results show that both, attitudes towards responsible fashion consumption and environmental concern have a positive effect on the intention to buy clothes from CSR-driven fashion brands. Furthermore, environmental concern has a reinforcing effect on the attitude-intention relationship. Recommendations for managerial practice and ideas for possible future research are derived from the results. The work is intended to contribute to a deeper understanding of the responsible fashion consumption behavior of Generation Z in Germany.
Gamepathy#2: Fachtagung für Gamedesign & Digitalspielforschung 2024
(IU Internationale Hochschule, 2026-03-12) Simond, Stefan Heinrich; Trautzsch, Nadine; Burbach, Jörg; Plank, Marion; Schüler, Benedikt; Zimprich, Thorsten; Inderst, Rudolf Thomas
Vom 12. bis 14. Dezember 2024 fand die Gamepathy #2 statt, die einerseits aus einer Remote-Fachtagung und andererseits aus einem Game Jam vor Ort am IU-Standort Regensburg bestand. Die Fachtagung umfasste eine Reihe interner sowie externer Vorträge. Die Organisation und Durchführung des Game Jams übernahmen Studierende des B.A. Game Design der IU. Begleitet wurde die Doppelveranstaltung von einem Videoteam der IU und via Stream konnte das Geschehen online verfolgt werden. Die Aufzeichnung ist auf gamepathy.de abrufbar. In diesem Band finden sich einige der Vorträge von der Fachtagung in Textform aufgearbeitet, überdies ergänzt um eine terminologische Auseinandersetzung mit dem Begriff Gamepathy sowie einer kurzen Kontemplation zum übergreifenden Thema: Utopien.