Dr. Wolfgang Schäfer

Personal profile

Position at the ZHAW

Senior Researcher, Lecturer, and Project Manager

www.zhaw.ch/imm

Expertise and research interests

Consumer Communities, Consumer Culture, Customer Experience (CX), Customer Insights, Digital Innovation Management, Metaverse Marketing, Mixed-Methods Research Methods, Service Design, Social Media Marketing, Social Networks, Virtual Reality

Educational background

PhD, University of Zurich, Switzerland
Thesis: "Ambivalent Consumer Networks: Coping with Conflicts"

M.A. in Intercultural Communication and Business Administration, TU Chemnitz, Germany
Thesis: "Interculturality in Business Consulting Processes"

University of Essex, Colchester, UK
Summer School in "Social Science Data Analysis and Collection"

University of Colorado, Boulder, USA
Summer School in "Computational Linguistics and Natural Language Processing"

Universidade Metodista São Paulo, Brazil
Semester abroad in Advertising, Consumer Psychology, and Media Science.

Université de Bourgogne, Dijon, France
Study abroad in French and Economic law

Professional milestones

Robert Gordon University, Aberdeen, UK, University Lecturer for Digital Marketing and Research Methods in Business Administration.

Department of Business Administration, University of Zurich, Switzerland, Project leader; Research Associate for Idea Design and Presentation Design

Zurich University of the Arts (ZHdK), Zurich, Switzerland, Guest lecturer for Digital Research, Master in Design

Swiss Distance University of Applied Sciences (Swiss Distance UAS), Brig, Switzerland, University Lecturer for qualitative and quantitative Methods, BA and MA in Innovation Management

W/Brasil Publicidade Ltda. (today: W/McCann), São Paulo, Brazil, Creative Director Trainee

tellerlein deck dich e.V., Germany and Switzerland, Founder and President

Radio UNiCC e.V., Chemnitz, Germany, Founder and President

Membership of networks

• AMA - American Marketing Association
• ACR - Association for Consumer Research
• CCTC - Consumer Culture Theory Consortium
• CiC - Consumption in Context
• DGNet - Deutsche Gesellschaft für Netzwerkforschung
• EMAC - European Marketing Association
• GK - Gesellschaft für Konsumpsychologie
• SGS - Schweizer Gesellschaft für Soziologie
• EuroXR - European Association for Extended Reality

Projects

• What influence does the Metaverse have on the development of the Swiss live communications industry? / Team member / Project ongoing
• Micromate – Learning support through digital learning assistant / Project leader / Project ongoing
• Collaborative Workshop Solution in Augmented and Virtual Reality / Project leader / Project completed
• Swiss Payment Monitor 2020/2021 / Team member / Project completed
• Autonomous Flying Robots – From the Lab to the Industry / Deputy project leader / Project completed

Publications

• 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

• Kotowski, Wolfgang,

  2019.

  Ambivalent consumer networks coping with conflicts.

  Zürich:

  Universität Zürich.

• Zumstein, Darius; Kotowski, Wolfgang,

  2020.

  Success factors of e-commerce : drivers of the conversion rate and basket value [paper].

  In:

  Kommers, Piet; Bontchev, Boyan; Isaias, Pedro, eds.,

  Proceedings of the 18th International Conference e-Society 2020.

  18th International Conference e-Society, Virtual Conference, 2-4 April 2020.

  IADIS Press.

  pp. 43-50.

• Hüttermann, Marcel; Hannich, Frank; Labaronne, Leticia; Leuschen, Lara; Schäfer, Wolfgang; Wyss, Saskia,

  2021.

  Events Schweiz 2021.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-23954

• 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

• Schäfer, Wolfgang,

  2020.

  Nostalgia and the personal truth : an empirical study on narrative identities in brand management.

  In:

  Brand Camp 5, Obergurgl University Center, Tyrol, Austria, 12-14 March 2020.

• 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.

Publications before appointment at the ZHAW

Intergenerational Conflicts in Consumer Cooperatives
In: Kühl, Rößl, Brazda (Hgs., 2018) Multidisziplinäre Einblicke in das Genossenschaftswesen. Wien: Facultas, S. 51-84. ("Best Paper Award" der AGI)

Dissolving Consumer Communities (2016) Consumer Culture Theory Konferenz, Universität von Lille, Frankreich.

Dissolving Consumer Communities (2016) European Marketing Academy Conference (EMAC), Oslo, Norwegen.

Einfluss von Digitalisierung auf den Konsum in sozialen Netzwerken (2015) Digital Marketing Expertengruppe, Swisscom Zürich, Schweiz.

Die Vernetzung der Dinge: Internet der Dinge und Marktforschung (2015) go create! - Vortragsserie Design, ZHdK, Zürich, Schweiz.

Bedeutungsveränderungen durch Social Media für Tourismusreisende (2014) Konferenz webSights & Sightseeing, Universität Salzburg, Österreich.

Computational Linguistics for Market Research using R (2014) Zürich R Group, ETH Zürich, Schweiz.

Eine Frage der Einstellung. Wie Einstellungen gegenüber deutschen und tschechischen
Kooperationspartnern vermittelt werden. In: Steger, Thomas et al. (Hgs.): Sächsisch-Tschechische Unternehmenskooperationen. Probleme und Chancen. Bd.25, München/ Mering: Rainer Hampp Verlag.

Other publications

Nostalgia and the personal truth: an empirical study on narrative identities in brand management (2020) BrandCamp, Universität Innsbruck, Österreich / Austria.

Success Factors of E-Commerce - Drivers of the Conversion Rate and Basket Value (2020) with Zumstein, Darius, 18th International Conference on e-Society, Sofia, Bulgaria.

Voice Search - a new Customer Experience for Swiss Tourism (2020) with Rozumowski, Anna, 16th Annual International Conference on Tourism, Athens, Greece.

go back