Dr. Roger Seiler

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

• User-Centric Privacy Policy: Eine verständliche DSGVO-konforme Datenschutzerklärung / Team member / Project completed
• «Vorwärts in die Zukunft» / Team member / Project completed

Publications

• 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.

• 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

• 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

• 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; 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.

• 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.

• 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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