Prof. Dr. Michael Klaas

Projects

• Large Language Models LLM (e.g. GPT) aaS in Marketing / Team member / Project completed
• Design Thinking Projects 2023 / Deputy project leader / Project completed
• Design Thinking Projects 2022 / Deputy project leader / Project completed
• Identifikation von Anwendungsfällen für synthetische Daten / Team member / Project completed
• Design Thinking Projects 2021 / Deputy project leader / Project completed
• Data-driven Marketing / Project leader / Project completed
• Design Thinking Projects 2020 / Deputy project leader / Project completed
• Design Thinking Projekte 2019 / Deputy project leader / Project completed
• Ad Fraud Detection Tools Plattform / Deputy project leader / Project completed

Publications

• Stallone, Valerio; Wetzels, Martin; Mahr, Dominik; Klaas, Michael,

  2023.

  Enhancing digital advertising with blockchain technology.

  Journal of Interactive Marketing.

  59(1), pp. 76-98.

  Available from: https://doi.org/10.1177/1094996823118554

• Stallone, Valerio; Wetzels, Martin; Klaas, Michael,

  2021.

  Applications of blockchain technology in marketing : a systematic review of marketing technology companies.

  Blockchain : Research and Applications.

  2(3), pp. 100023.

  Available from: https://doi.org/10.1016/j.bcra.2021.100023

• Rozumowski, Anna; Schäfer, Wolfgang; Klaas, Michael,

  2020.

  Resistance to customer-driven business model innovations : an explorative customer experience study on voice assistant services of a Swiss tourism destination.

  Athens Journal of Tourism.

  7(4), pp. 191-208.

  Available from: https://doi.org/10.30958/ajt.7-4-1

• Seiler, Roger; Klaas, Michael; Hari, Jürg J.,

  2019.

  Künstliche Intelligenz im Marketing.

  Marketing Review St. Gallen.

  36(1), pp. 66-75.

• Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, eds.,

  2018.

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  1. Auflage.

  Stuttgart:

  Schäffer-Poeschel.

  ISBN 978-3-7910-4313-5.

• Müller, Steffen; Fuchs, Rainer; Graf, Sandro; Klaas, Michael,

  2015.

  Jobprofile im Marketing.

  1. Auflage.

  Zürich:

  vdf Hochschulverlag.

  SML essentials ; 4.

  ISBN 978-3-7281-3701-2.

• Rüeger, Brian; Klaas, Michael; Müller, Steffen; Graf, Sandro,

  2022.

  Integration der Aufgaben

  .

  In:

  Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia, eds.,

  Marketingmanagement : Building and Running the Business : mit Marketing Unternehmen transformieren.

  Zürich:

  Versus.

  pp. 267-285.

• Klaas, Michael,

  2022.

  Management von Daten

  .

  In:

  Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia, eds.,

  Marketingmanagement : Building and Running the Business : mit Marketing Unternehmen transformieren.

  Zürich:

  Versus.

  pp. 229-243.

• Klaas, Michael,

  2022.

  Prozesse und Prozessautomatisierung im Marketing

  .

  In:

  Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia, eds.,

  Marketingmanagement : Building and Running the Business : mit Marketing Unternehmen transformieren.

  Zürich:

  Versus.

  pp. 255-266.

• Zumstein, Darius; Zelic, Andrea; Klaas, Michael,

  2021.

  Digital Analytics in der Praxis : Entwicklungen, Reifegrad und Anwendungen der Künstlichen Intelligenz

  .

  In:

  D'Onofrio, Sara; Meier, Andreas, eds.,

  Big Data Analytics : Grundlagen, Fallbeispiele und Nutzungspotenziale.

  Wiesbaden:

  Springer.

  pp. 49-72.

  Edition HMD.

  Available from: https://doi.org/10.1007/978-3-658-32236-6_3

• Klaas, Michael; Ackermann, Kurt Alexander; Fleiss, Jürgen,

  2019.

  Big Data im Marketing

  .

  In:

  Bergner, Sabine; Fleiss, Jürgen; Gutschelhofer, Alfred, eds.,

  Wandel gestalten : Beiträge der Managementforschung zu Herausforderungen der Unternehmensführung.

  Graz:

  Leykam.

  pp. 211-227.

  Styrian Spirit of Management ; 2.

• Klaas, Michael; Suvada, Adrienne,

  2018.

  Digitales Marketing

  .

  In:

  Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, eds.,

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  Stuttgart:

  Schäffer-Poeschel.

  pp. 67-86.

• Klaas, Michael,

  2017.

  Was ist die digitale Transformation und digitales Marketing?

  .

  In:

  Lucco, Andreas; Rüeger, Brian; Fuchs, Rainer; Ergenzinger, Rudolf; Thommen, Jean-Paul, eds.,

  Marketing : Konzepte - Instrumente - Aufgaben.

  Zürich:

  Versus.

  pp. 154-170.

• Klaas, Michael,

  2015.

  Worüber entscheidet die Führung eines Unternehmens?

  .

  In:

  Lucco, Andreas; Rüeger, Brian; Ergenzinger, Rudolf; Thommen, Jean-Paul, eds.,

  Marketing : Konzepte - Instrumente - Aufgaben.

  Zürich:

  Versus.

  pp. 57-76.

• Beurer-Züllig, Bettina; Rozumowski, Anna; Klaas, Michael,

  2022.

  Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce [paper].

  In:

  Proceedings of the 55th Hawaii International Conference on System Sciences.

  55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022.

  Honolulu:

  University of Hawai'i at Manoa.

  pp. 4933-4942.

  Proceedings of the 55th Hawaii International Conference on System Sciences.

  Available from: https://doi.org/10.24251/HICSS.2022.601

• Stallone, Valerio; Collenberg, Anja; Rüedlinger, Andreas; Wetzels, Martin; Klaas, Michael,

  2020.

  The application of blockchain technology in loyalty programs [paper].

  In:

  International Conference WWW/Internet (CIAWI 2020).

  19th International Conference WWW/Internet, Lisbon (Portugal), 18-20 November 2020.

  IADIS.

  pp. 9-16.

• Beurer-Züllig, Bettina; Klaas, Michael,

  2020.

  The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing [paper].

  In:

  Proceedings of the 53rd Hawaii International Conference on System Sciences.

  53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020.

  Honolulu:

  University of Hawai'i at Manoa.

  pp. 2579-2588.

  Available from: https://doi.org/10.24251/HICSS.2020.314

• Stallone, Valerio; Klaas, Michael,

  2019.

  The digital advertising ecosystem visualisation : literature review [paper].

  In:

  Kommers, Piet; Ravesteijn, Pascal; Ongena, Guido; Isaias, Pedro, eds.,

  17th International Conference e-Society Proceedings 2019.

  17th International Conference on e-Society 2019, Utrecht, Netherlands, 11-13 April 2019.

  IADIS.

  pp. 289-292.

• Rozumowski, Anna; Rellstab, Rolf; Klaas, Michael,

  2019.

  Human vs chatbot : who is perceived as more trustworthy? [paper].

  In:

  Chian-Son, Yu; Chien-kuo, Li; Ta-Wei, Hung, eds.,

  e-CASE & e-Tech 2019 Proceedings.

  e-CASE & e-Tech 2019, Fukuoka, Japan, 1-3 April 2019.

  Japan:

  Chulalongkorn University.

  pp. 45-57.

• Seiler, Roger; Klaas, Michael,

  2016.

  Augmented and virtual reality the new silver bullet of marketing? : an overview of applications with the AIDA model [paper].

  In:

  WEI International Academic Conference, Vienna, Austria, 17-19 April 2016.

  West East Institute.

  pp. 53-62.

  Available from: https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf

• Bächler, Jesse; Suvada, Adrienne; Klaas, Michael; Bulatovic, Andjela; Wyss, Saskia,

  2020.

  Content Marketing-Studie 2020 : Einsatz und Verbreitung des Content Marketing in der Schweiz.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-20150

• Müller, Steffen; Klaas, Michael; Collenberg, Anja; Rozumowski, Anna; Lenggenhager, Vera Nina,

  2020.

  Marketing Analytics Studie : Einsatz von Marketing Analytics und Artificial Intelligence in Schweizer Unternehmen.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-20910

• Heierli, Reto; Furchheim, Pia; Hannich, Frank; Rüeger, Brian; Crowden, Catherine; Fuchs, Rainer; Suvada, Adrienne; Müller, Steffen; Klaas, Michael; Bächler, Jesse; Kotowski, Wolfgang; Barth, Linard; Stallone, Valerio; Dietrich, Dennis; Caleta, Marija,

  2019.

  Komplexität und Dynamik im Marketing : Swiss Marketing Leadership Studie 2019.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-18748

• Klaas, Michael; Suvada, Adrienne,

  2018.

  Digitales Marketing für Marketing- und Verkaufsverantwortliche : kompetenzorientiertes Wissen mit Praxisbeispielen, Repetitionsfragen und Antworten.

  1. Auflage.

  Zürich:

  Compendio.

  ISBN 978-3-7155-7492-9.

• Hannich, Frank; Fuchs, Rainer; Rüeger, Brian; Hüttermann, Marcel; Klaas, Michael; Müller, Steffen; Rauch, Martina; Bissig, Patrick; Kübler, David Lucien,

  2016.

  Swiss Marketing Leadership Studie 2016 : digitale Transformation im Marketing.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-3391

• Müller, Steffen; Klaas, Michael,

  2015.

  Social Media Manager : Markenbotschafter im Internet

  .

  In:

  Müller, Steffen, ed.,

  Jobprofile im Marketing.

  Zürich:

  vdf Hochschulverlag.

  pp. 59-67.

  SML essentials ; 4.

• Stallone, Valerio; Wetzels, Martin; Mahr, Dominik; Klaas, Michael,

  2023.

  Enhancing digital advertising with BCT : areas of innovation.

  In:

  EthereumZuri.ch, Zürich, Switzerland, 14-16 April 2023.

• Klaas, Michael; Beurer-Züllig, Bettina,

  2023.

  Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack.

  In:

  56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.

• Stallone, Valerio; Wetzels, Martin; Mahr, Dominik; Klaas, Michael,

  2022.

  The revolution of digital advertising will be tokenized.

  In:

  International Conference on Crypto-Marketing, New York, USA, 5-6 December 2022.

• Klaas, Michael; Beurer-Zuellig, Bettina,

  2020.

  Introduction to the minitrack on firm and user generated content in the digital economy : key players, management and impact.

  In:

  Proceedings of the 53rd Hawaii International Conference on System Sciences.

  53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020.

  Honolulu:

  University of Hawai'i at Manoa.

  Available from: https://doi.org/10.24251/HICSS.2020.505

• Rozumowski, Anna; Kotowski, Wolfgang; Klaas, Michael,

  2020.

  Voice search : a new customer experience for swiss tourism.

  In:

  16th Annual International Conference on Tourism, Athens, 8-11 June 2020.

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