Dr. Roger Seiler

Dr. Roger Seiler

ZHAW School of Management and Law
Department General Management
St.-Georgen-Platz 2
8400 Winterthur

+41 (0) 58 934 73 03
roger.seiler@zhaw.ch

Personal profile

Management role

dep. Programme Director, Bachelor Business Information Technology
Head, MR-LAB (Mixed Reality Lab)

Position at the ZHAW

Senior Lecturer

www.zhaw.ch/de/sml/ueber-uns/abteilungen/abteilung-general-management/mixed-reality-lab/

Professional development teaching

WBK Mixed Reality Essentials

Expertise and research interests

Mixed Reality
Trust (online/e-commerce/mobile)
Data Analytics / AI
Emerging Technologies (e.g. Blockchain, Chatbots)

Educational background

PhD (Business Information Technology) and MSc. (Business Information Technology)

Projects

Publications

Articles in scientific journal, peer-reviewed

Brunner Schmid, Karin; Seiler, Roger; Koruna, Stefan; Schmid, Pascal,

2022.

Anforderungen an eine Smart City Plattform : eine qualitative Untersuchung.

Swiss Yearbook of Administrative Sciences.

13(1), pp. 15-34.

Available from: https://doi.org/10.5334/ssas.164
Seiler, Roger; Beurer-Züllig, Bettina; Rozumowski, Anna,

2020.

The impact of user-generated content on customer loyalty in food and beverages retail : an empirical study.

Journal of Applied Business and Economics.

22(9), pp. 38-47.

Available from: https://doi.org/10.33423/jabe.v22i9.3666
Seiler, Roger; Koruna, Stefan,

2019.

Digitales Toolkit BWL-Studierende : Emerging Technologies virtualisiert.

Zeitschrift für Hochschulentwicklung.

14(3), pp. 191-215.

Available from: https://doi.org/10.3217/zfhe-14-03/12
Koruna, Stefan; Zbinden, Michael; Seiler, Roger,

2019.

Flexibilisierung der Hochschulbildung durch MOOCs : Disruption oder Integration.

Zeitschrift für Hochschulentwicklung.

14(3), pp. 377-400.

Available from: https://doi.org/10.3217/zfhe-14-03/22
Seiler, Roger; Klaas, Michael; Hari, Jürg J.,

2019.

Künstliche Intelligenz im Marketing.

Marketing Review St. Gallen.

36(1), pp. 66-75.
Miesler, Linda; Scherrer, Corinne; Seiler, Roger; Bearth, Angela,

2017.

Informational nudges as an effective approach in raising awareness among young adults about the risk of future disability.

Journal of Consumer Behaviour.

16(1), pp. 15-22.

Available from: https://doi.org/10.1002/cb.1592
Seiler, Roger; Kucza, Gunther,

2017.

Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model.

Journal of International Scientific Publications: Economy & Business.

11.

Available from: https://doi.org/10.21256/zhaw-4720
Seiler, Roger; Miesler, Linda; Hari, Jürg J.,

2016.

The silent surfer : experimentally manipulated live web content to study consumer behaviour.

Marketing Review St. Gallen.

33(2), pp. 54-61.

Books and monographs, peer-reviewed

Seiler, Roger,

2013.

Die Auswirkungen der Vertrauenswürdigkeit eines Online-Shops auf die Ziele des eCRM : unter besonderer Berücksichtigung des transaktionalen und relationalen Kundenwerts.

Bern:

Universität Bern.

Available from: https://doi.org/10.21256/zhaw-2044

Book parts, peer-reviewed

Seiler, Roger,

2022.

Extended Reality (XR) in der öffentlichen Verwaltung : XR-Grundlagen und Praxisbeispiele

.

In:

Pleger, Lyn Ellen; Mertes, Alexander, eds.,

Digitale Transformation der öffentlichen Verwaltung in der Schweiz.

Wiesbaden:

Springer.

pp. 243-276.

Available from: https://doi.org/10.1007/978-3-658-36591-2_11
Harren, Benjamin; Seiler, Roger; Müller, Steffen,

2019.

Augmented Reality und Virtual Reality im Premium- und Luxus-Retail

.

In:

Digitalisierung in der Praxis : so schaffen KMU den Weg in die Zukunft.

Wiesbaden:

Springer.

pp. 183-195.

Available from: https://doi.org/10.1007/978-3-658-26137-5_12
Seiler, Roger; Krey, Mike,

2019.

Vorgehensmodell und Handlungsempfehlungen zur Einführung von BYOD (Bring Your Own Device) in Schweizer Krankenhäusern

.

In:

Digitalisierung in der Praxis : so schaffen KMU den Weg in die Zukunft.

Wiesbaden:

Springer.

pp. 223-239.

Available from: https://doi.org/10.1007/978-3-658-26137-5_15

Conference contributions, peer-reviewed

Seiler, Roger; Wüest, Sonja,

2022.

An online experiment on the stereotype content model (SCM) and chatbots : does swapping the picture make a difference? [paper].

In:

Kommers, Piet; Arnedillo Sánchez, Inmaculada; Isaías, Pedro, eds.,

Proceedings of the International Conferences on e-Society 2022 and Mobile Learning 2022.

20th International Conference e-Society 2022, Virtual, 12-14 March 2022.

IADIS.

pp. 131-138.
Seiler, Roger; Widmer, Daniel,

2022.

Extended reality in the world wide web : investigating and testing the use cases of WebVR manuals [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. 5264-5272.

Available from: https://doi.org/10.24251/HICSS.2022.641
Seiler, Roger; Fankhauser, Daniel; Keller, Thomas,

2022.

Reducing food waste with virtual reality (VR) training : a prototype and A/B-test in an online experiment [paper].

In:

Kommers, Piet; Arnedillo Sánchez, Inmaculada; Isaías, Pedro, eds.,

Proceedings of the International Conferences on e-Society 2022 and Mobile Learning 2022.

20th International Conference e-Society 2022, Virtual, 12-14 March 2022.

IADIS.

pp. 179-186.
Seiler, Roger; Brodmann, Thierry; Keller, Thomas,

2022.

Trust and cybersickness in VR-marketing : investigating IPD and cybersickness, and their effects on trust, customer value, NPS, cross- and up-selling [paper].

In:

Kommers, Piet; Arnedillo Sánchez, Inmaculada; Isaías, Pedro, eds.,

Proceedings of the International Conferences on e-Society 2022 and Mobile Learning 2022.

20th International Conference e-Society 2022, Virtual, 12-14 March 2022.

IADIS.

pp. 99-106.
Seiler, Roger; Coviello, Roberto,

2022.

Using virtual reality simulation to reduce stage fright during public appearances [paper].

In:

15th IADIS International Conference Information Systems, online, 12-14 March 2022.
Seiler, Roger; Schär, Annemarie,

2021.

Chatbots, conversational interfaces, and the stereotype content model [paper].

In:

Proceedings of the 54th Hawaii International Conference on System Sciences.

54th Hawaii International Conference on System Sciences (HICSS), Grand Wailea, HI, USA, 5-8 January 2021.

Honolulu:

University of Hawai'i at Manoa.

pp. 1860-1867.

Available from: https://doi.org/10.24251/HICSS.2021.227
Müller, Steffen; Seiler, Roger; Völkle, Melanie,

2021.

Measuring emotions in customer relationships : can NEV replace NPS? [paper].

In:

Proceedings of the European Marketing Academy.

50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021.

European Marketing Academy.

pp. 94506.

Available from: http://proceedings.emac-online.org/pdfs/A2021-94506.pdf
Näf, Marco; Keller, Thomas; Seiler, Roger,

2021.

Proposal of a methodology for the sustainability assessment of cryptocurrencies [paper].

In:

Proceedings of the 54th Hawaii International Conference on System Sciences.

54th Hawaii International Conference on System Sciences (HICSS), Grand Wailea, HI, USA, 5-8 January 2021.

Honolulu:

University of Hawai'i at Manoa.

pp. 5617-5626.

Available from: https://doi.org/10.24251/HICSS.2021.682
Seiler, Roger; Koruna, Stefan,

2020.

Kurzbeitrag Mixed Reality (MR) in der Lehre : eine Übersicht mit Exkurs zu ersten Anwendungen in der Wirtschaftsinformatik [paper].

In:

Müller Werder, Claude; Erlemann, Jennifer, eds.,

Seamless Learning : lebenslanges, durchgängiges Lernen ermöglichen.

GMW Tagung 2020, Winterthur, 24.-26. August 2020.

Waxmann.

pp. 197-203.

Medien in der Wissenschaft ; 77.

Available from: https://doi.org/10.21256/zhaw-20428
Wagner, Kevin; Keller, Thomas; Seiler, Roger,

2019.

A comparative analysis of cryptocurrency consensus algorithms [paper].

In:

Weghorn, Hans, ed.,

Proceedings of the 16th international conference applied computing.

AC 2019 16th International Conference Applied Computing, Cagliari, Italy, 7-9 November 2019.

IADIS.

pp. 217-225.

Available from: http://www.iadisportal.org/digital-library/a-comparative-analysis-of-cryptocurrency-consensus-algorithms
Berger, Verena; Müller, Steffen; Seiler, Roger,

2019.

Should manufacturers use food labels? : the case of chocolate [paper].

In:

EMAC 48th Annual Conference, Hamburg, May 27-28, 2019.

Hamburg:

European Marketing Academy.

Available from: https://www.dropbox.com/sh/fcijar0b8mawxrp/AAB2pDUpluF_YVcdEYMYg1Pea/216_Berger_M%C3%BCller_Seiler_1206054024.pdf?dl=0
Seiler, Roger; Müller, Steffen; Beinert, Markus,

2019.

Stereotype content model (SCM) and chatbots / conversational interfaces : an experiment comparing trust, competence and warmth dimensions [paper].

In:

Proceedings of the European Marketing Academy.

48th Annual European Marketing Academy Conference (EMAC), Hamburg, Germany, 27-28 May 2019.

European Marketing Academy.

pp. 8468.

Available from: http://proceedings.emac-online.org/index.cfm?abstractid=A2019-8468
Krey, Mike; Seiler, Roger,

2019.

Usage and acceptance of drone technology in healthcare : exploring patients and physicians perspective [paper].

In:

Proceedings of the 52nd Hawaii International Conference on System Sciences.

52nd Hawaii International Conference on System Sciences (HICSS), Grand Wailea HI, USA, 8-11 January 2020.

Honolulu:

University of Hawai'i at Manoa.

pp. 4135-4144.

Available from: https://doi.org/10.21256/zhaw-3372
Seiler, Roger; Kucza, Gunther; Schuppisser, Stefan,

2018.

Product reviews with a social context : an experiment on online wine reviews in Switzerland [paper].

In:

10th & 11th international conferences on new challenges in management and business.

NCM Conference, Dubai, United Arab Emirates, 23 March 2018.

pp. 35.
Seiler, Roger; Schuppisser, Stefan; Koruna, Stefan,

2018.

Trust in motorcycle brands : an empirical study on brand personality and trust building measures on motorcycle websites [paper].

In:

10th & 11th international confernces on new challenges in management and business.

NCM Conference, Dubai, United Arab Emirates, 23 March 2018.

pp. 74.
Beurer-Züllig, Bettina; Seiler, Roger,

2017.

Deal or no deal? : assessing the daily deal shopper [paper].

In:

Proceedings of the 50th Hawaii International Conference on System Sciences (2017).

HICSS, Waikoloa, USA, 4-7 January 2017.

Waikoloa:

HICSS.

pp. 4108-4117.

Available from: https://doi.org/10.24251/HICSS.2017.497
Müller, Steffen; Beinert, Markus; Seiler, Roger,

2017.

Identifying product features that delight customers : are online reviews and surveys comparable? [paper].

In:

46th EMAC Annual Conference 2017, Groningen, Niederlande, 23.-26. Mai 2017.

The European Marketing Academy.
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
Seiler, Roger; Hari, Jürg J.; Kavci, Senem,

2015.

Changing the warmth and competence dimensions : experimental validation in the context of insurance consultants [paper].

In:

Proceedings of the 2015 Academy of Marketing Conference : the Magic in Marketing.

Academy of Marketing Conference 2015, Limerick, United Kingdom, 7-9 July 2015.

pp. 1-9.

Available from: https://am2015.exordo.com/files/papers/348/final_draft/WARMTH_AND_COMPETENCE_AM15_Final_Submission.pdf
Seiler, Roger; Hüttermann, Marcel,

2015.

E-Health, fitness trackers and wearables : use among Swiss students [paper].

In:

ABSRC Advances in Business-Related Scientific Research Conference, Venice, Italy, 25-27 March 2015.

GEA College.

pp. 1-12.
Seiler, Roger; Miesler, Linda; Hari, Jürg J.,

2014.

A marketing research tool for conducting online experiments in university industry relationships [paper].

In:

13th Science-to-Business Marketing Conference, Winterthur, 2-4 July 2014.
Seiler, Roger; Miesler, Linda,

2014.

An integrated web experiment tool using open source software [poster].

In:

Conference on Digital Experimentation (CODE@MIT), Massachusetts, USA, 11 October 2014.
Seiler, Roger; Miesler, Linda; Hari, Jürg J.,

2014.

Online web experiments using live web content [paper].

In:

Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014.

Other publications

Seiler, Roger; Keller, Thomas,

2021.

WebVR vs. pictures of products in e-commerce : effects on trust, perceived ease of use, perceived usefulness, and intention to use [paper].

In:

Kommers, Piet; Isaías, Pedro, eds.,

Proceedings of the 19th International Conference e-Society 2021.

19th International Conference e-Society (ES), virtual, 3-5 March 2021.

IADIS.

pp. 193-200.
Habicht, Nina; Seiler, Roger,

2020.

Shopping-Tour mit der Stimme.

Computerworld.

2020(2), pp. 32-34.

Available from: https://www.computerworld.ch/technik/digitalisierung/shopping-tour-stimme-2528832.html?ganzseitig=1
Nachmias, Stefanos; Mitsakis, Fotis; Hubschmid-Vierheilig, Elena; Rohrer, Monika; Seiler, Roger,

2019.

Exploring digital competencies and likelihood to recruit graduates amongst SMEs in UK and Switzerland [poster].

In:

2019 AHRD International Research Conference in the Americas February 13-16, 2019 : Louisville, Kentucky, U.S.A. : Poster E-Book.

Academy of Human Resource Development 26th Annual International Research Conference, Louisville, USA, 13-16 February, 2019.

Academy of Human Resource Development.

pp. 8.

Available from: https://cdn.ymaws.com/www.ahrd.org/resource/resmgr/2019conference/AHRD-2019-Poster_Ebook.pdf
Hänggi, Rebekka; Hannich, Frank; Scheidegger, Nicoline; Bissig, Patrick; Comba, Fanny; Pasquali, Mara; Domeisen, Rafael; Seiler, Roger,

2017.

JobCloud Market Insights : eine verhaltensbasierte Studie des Schweizer Stellenmarktes in Zusammenarbeit zwischen der JobCloud AG und ZHAW.

JobCloud.
Koruna, Stefan; Engeli, Pascal; Seiler, Roger,

2017.

Mensch vs. Kapital : kann ein Roboter meinen Job machen?.

Competence.

2017(8), pp. 16-18.

Available from: https://www.zhaw.ch/storage/sml/ueber-uns/sml-magazin-competence-nr8.pdf
Rawitzer, Heike; Seiler, Roger; Hari, Jürg J.,

2017.

Trust and e-commerce [paper].

In:

6th International Conference on New Challenges in Management and Business, Dubai, 11 February 2017.
Bétrisey, Michèle; Seiler, Roger,

2016.

Couch Commerce durch Fernsehwerbung fördern.

Marketing & Kommunikation.

2016(9), pp. 58.
Seiler, Roger,

2016.

Daten als Brennstoff.

Handelszeitung.

2016(21), pp. 60.
Hari, Jürg J.; Glaunsinger, Senem; Seiler, Roger,

2016.

The warmth and competence dimensions : experimental validation in the context of crowdfunding [paper].

In:

Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.
Müller, Steffen; Seiler, Roger; Beinert, Markus,

2016.

What drives loyalty program perception? : a cross-country analysis [paper].

In:

EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016.
Hannich, Frank; Fuchs, Rainer; Rüeger, Brian; Hüttermann, Marcel; Forestier, Céline; Müller, Steffen; Vogt, Helen; Seiler, Roger; Kubli, Carolina; Kübler, David Lucien,

2015.

Swiss Marketing Leadership Studie 2015 : Status Quo und Trends in Schweizer Unternehmen.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-5027
Hannich, Frank; Rüeger, Brian; Scherrer, Corinne; Gehring, Bettina; Seiler, Roger; Müller, Steffen; Hüttermann, Marcel; Kübler, David Lucien; Stadelmann, Martin,

2014.

Swiss CRM 2014: Einsatz und Trends in Schweizer Unternehmen.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-963
Seiler, Roger; Rellstab, Rolf; Völkle, Thomas,

2013.

Mobile CRM : Potenziale erkennen und nutzen.

Computerworld.

2013(19), pp. 36-39.
Hannich, Frank; Rüeger, Brian; Gehring, Bettina; Seiler, Roger; Comolli, Lucia; Kübler, David Lucien; Wüthrich, Adrian,

2013.

Swiss CRM 2013 : Einsatz und Trends in Schweizer Unternehmen.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-965
Seiler, Roger,

2006.

Virtuelles Vertrauen : wie Sie mit CRM Vertrauen aufbauen.

CRM Beratungsbrief.

2006(3), pp. 6-7.

Oral conference contributions and abstracts

Seiler, Roger; Müller, Steffen; Herzog, Clemens,

2018.

Choice overload In the airline industry : a web experiment on booking flights online.

In:

47th EMAC Annual Conference, Glasgow, Scotland, 29 May - 1 June 2018.
Müller, Steffen; Seiler, Roger,

2018.

Purchasing the senator status for 2000 Euro? : the effect of a payment option in hierarchical loyalty programs.

In:

47th EMAC Annual Conference, Glasgow, Scotland, 29 May - 1 June 2018.
Bissig, Patrick; Seiler, Roger,

2016.

Rahmenbedingungen für eRezept.

In:

Tagung eMedikation 2016, Zürich, 7. Juni 2016.
Seiler, Roger; Miesler, Linda; Hari, Jürg J.,

2014.

The silent surfer : an online tool for web experiments.

In:

Advances in Business-Related Scientific Research Conference (ABSRC), Venice, Italy, 26-28 March 2014.

GEA College.

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