Lisa-Charlotte Wolter

IU International University of Applied Sciences

Prof. Dr. Lisa-Charlotte Wolter is Program Director for Online Marketing and Customer Centricity at IU International University of Applied Sciences and heads the Research Center for Sustainable Media & Marketing (RCSMM). Her broader research focuses on media and consumer engagement processes and the related interconnections between values, emotions, and trust. Within the framework of the Research Center, she and an interdisciplinary research team are developing a scientifically grounded Value Media Scale that systematically captures the contribution of media from the user perspective and provides expanded orientation benchmarks for more sustainable media planning. To ensure continuous practice-oriented reflection, a Value Media Board has been institutionally embedded within the RCSMM. The overarching goal is to make the value creation generated through media use. and the human attention it produces, which is often treated primarily as an economic KPI in advertising markets, more transparently and comprehensively visible, thereby enabling more responsible decision-making for advertisers.