Michèle Rettenmund
Michèle Rettenmund
ZHAW
School of Management and Law
Center of Marketing Technology
Theaterstrasse 17
8400 Winterthur
Projects
- What influence does the Metaverse have on the development of the Swiss live communications industry? / Team member / completed
- Virtualizing sales staff for online shopping: Transferring the offline shopping experience into the digital world / Team member / completed
Publications
Articles in scientific journal, peer-reviewed
Ackermann, K. A. et al. (2026) 'Avatars that engage : how visual role expectations, contextual congruence, user characteristics, and perceived sympathy shape responses to shopping chatbots', Computers in Human Behavior: Artificial Humans, 9. doi: 10.1016/j.chbah.2026.100335.
Written conference contributions, peer-reviewed
- Schmidli, F. et al. (2024) 'Experience intermediaries facilitating entry into the XR innovation ecosystem : a case study in the event and entertainment industry', in 17th International Conference on Arts and Cultural Management (AIMAC), Lisbon, Portugal, 23 - 26 June 2024. AIMAC.
- Hannich, F., Heierli, R. and Rettenmund, M. (2023) 'Macht Dialogmarketing Unternehmen agiler?', in Dialogmarketing Perspektiven 2022/2023. Wiesbaden: Springer, pp. 1–17. doi: 10.1007/978-3-658-40753-7_1.
Other publications
- Heierli, R. et al. (2025) Content Marketing Studie 2025 : Einsatz und Verbreitung des Content Marketing in der Schweiz. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2552.
- Zumstein, D. et al. (2024) Marketing Automation & AI Report 2024 : tactics & tools of AI-based lead generation. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2499.
- Zumstein, D. et al. (2024) Marketing Automation & AI Report 2024 : Taktiken & Tools der KI-basierten Leadgenerierung. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2498.
- Furchheim, P. et al. (2023) Swiss Sustainable Consumption Study 2022 : Befragung zum Stand von nachhaltigem Konsum in der Schweiz. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2454.