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Institute of Business Analytics

Key research areas of the Professorship of Digital Business

At the Professorship of Digital Business, we research and shape the forward-looking use of digital technologies to drive digital transformation in business and society. Our aim is to go beyond the conventional economic success metrics of digital transformation in a business context and broaden our focus to include sustainable value creation.

Although the use of digital technologies may, at first glance, appear to conflict with sustainability goals, developments such as artificial intelligence offer great potential for improving efficiency, conserving resources and reducing CO₂ emissions. It is this potential that we aim to harness at the Professorship of Digital Business. In doing so, we not only support companies in their economic ambitions but also promote a positive digital transformation of the economy and society.

Our research is organised into the following key areas: Decision Analytics (decision support systems), Economics of Information Systems, Human-AI Interaction, and Societal AI & Digital Education.

Decision Analytics (Decision Support Systems)

Making decisions under uncertainty is one of the key challenges facing business and society. The Decision Analytics research focus area deals with the methodological foundations and data-driven improvement of decision-making processes – ranging from individual decisions to complex organisational decision-making systems. The focus is on combining decision theory and operations research with modern methods of machine learning and statistics.

Research at the Professorship of Digital Business is organised around five key areas of application: recommender systems use algorithms to learn individual preferences and generate personalised recommendations. Customer review systems use sentiment and text analysis to extract valuable insights for decision-making from user-generated feedback. In the field of marketing analytics, data-driven methods are used to segment target groups, measure campaign effectiveness and optimise marketing decisions. The Sports Analytics area is dedicated to the data-driven analysis of sporting performance – ranging from individual performance management and data-driven scouting to algorithmic support for tactical decisions. Finally, the Behavioural Diagnostics & Decision Support division focuses on developing algorithmic methods that formalise structured observational knowledge and support experts in the systematic assessment and interpretation of human behaviour.

Our projects and publications in the field of Decision Analytics

Projects

Selected Publications

  • Glatzel, A.-L; Habla, M; ZĂŒllig, K.; Zimmermann, S. (2025): From Reviews to Insights: Concept-based Variations of Textual Reviews for Explanations in Recommender Systems. International Conference on Information Systems (ICIS) 2025. Nashville, USA. 
  • ZĂŒllig, K.; Bohnen, E.; HĂŒhn, P.; Obermeier, A. (2023): Tell Me Why (I Want It That Way) – Effects of Explanations and Online Customer Reviews on Trust in Recommender Systems. International Conference on Information Systems (ICIS) 2023, Hyderabad, India.

Projects

Selected publications

  • Erlebach, S., ZĂŒllig, K., Kupfer, A., Embacher, L., & Zimmermann, S. (2025). Beyond helpfulness votes: Examining the helpfulness of content in online customer review text. Decision Support Systems.
  • Glatzel, A.-L; Habla, M; ZĂŒllig, K.; Zimmermann, S. (2025): From Reviews to Insights: Concept-based Variations of Textual Reviews for Explanations in Recommender Systems. International Conference on Information Systems (ICIS) 2025. Nashville, USA.
  • Habla, M.; Napirata, S.; Wrabel, A.; Kupfer, A.; Zimmermann, S. (2024): Never Again “The Pizza was Great!” – Developing Design Principles for Dynamic Review Templates. Internationale Tagung Wirtschaftsinformatik (WI) 2024. WĂŒrzburg, Germany.
  • Wrabel, A.; Kupfer, A.; Zimmermann, S. (2023): Can a Button Change your Purchase? – The Effect of the Accessibility of Consumer Reviews on Consumers’ Online Purchase Decisions. Internationale Tagung Wirtschaftsinformatik (WI) 2023. Paderborn, Germany.
  • ZĂŒllig, K.; Bohnen, E.; HĂŒhn, P.; Obermeier, A. (2023): Tell Me Why (I Want It That Way) – Effects of Explanations and Online Customer Reviews on Trust in Recommender Systems. International Conference on Information Systems (ICIS) 2023, Hyderabad, India.
  • ZĂŒllig, K.; Erlebach, S.; Kupfer, A.; Zimmermann, S. (2023): Bargain Hunting On Black Friday - Making Great Deals And Bragging About Them. Hawaii International Conference on System Sciences (HICSS) 2023. Hawaii, USA.
  • Erlebach, S.; Kupfer, A.; Wrabel, A.; Zimmermann, S. (2023): Tagging the Fakes? – The Impact of Tagging Fake Reviews on Consumer Trust and Purchase Intention. European Conference on Information Systems (ECIS) 2023. Kristiansand, Norway.
  • Erlebach, S.; Kupfer, A.; Wrabel, A.; Zimmermann, S. (2022): Tag Me If You Can - (How) Should Platforms Tag Fake Reviews and Fake Users? European Conference on Information Systems (ECIS) 2022. Timisoara, Romania.
  • Rohde, C.; Kupfer, A.; Zimmermann, S. (2022): Explaining Reviewing Effort: Existing Reviews as Potential Driver. Electronic Markets 32, 1169–1185.
  • Erlebach, S.; Kupfer, A.; Wrabel, A.; Zimmermann, S. (2021): How Should Fake Reviews Be Tagged? The Influence Of Fake Reviews On Consumers’ Willingness-to-pay And Future Reviewing Effort. INFORMS Annual Meeting 2021. Online.
  • Gutt, D.; Neumann, J.; Zimmermann, S.; Kundisch, D.; Cheng, J. (2019): Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes. Journal of Strategic Information Systems 28/2, 104-117.
  • Zimmermann, S.; Herrmann, P.; Kundisch, D.; Nault, B.R. (2018): Decomposing the Variance of Consumer Ratings and the Impact on Price and Demand. Information Systems Research 29/4, 779-1068.

Projects

Selected publications

  • ZĂŒllig, K. (2024): Track Me if You Can – Adjusting for Tracking Uncertainty in Marketing Attribution Models. Conference on Information Systems and Technology (CIST) 2024, Seattle, USA.
  • ZĂŒllig, K.; Napirata, S.; Zimmermann, S. (2023): Context-Aware Marketing Attribution Based on Survival Analysis. Wirtschaftsinformatik 2023 Proceedings. Internationale Tagung Wirtschaftsinformatik (WI) 2023. Paderborn, Germany.

Projects

Economics of Information Systems

Digital technologies have fundamentally transformed the organisation of economic activity: market participants are now connected digitally; digital markets can be scaled almost indefinitely and managed in real time; platforms act as powerful intermediaries; and data is becoming a strategic resource. The research focus ‘Economics of Information Systems’ analyses the economic mechanisms underlying these developments. The research is guided by an economic perspective that examines digital markets and mechanisms to determine how their design influences the strategic behaviour of participants – and what consequences this has for market actors and regulators. The focus is on combining theoretical analytical models – particularly from game theory, industrial economics and mechanism design – with empirical methods such as the econometric analysis of market and field data.

The professorship of Digital Business focuses on four key areas of application: In the area of sharing markets, we investigate the conditions under which sharing platforms can establish themselves in digital markets. In the area of energy markets, we analyse how local energy communities affect price formation, market structure and macroeconomic welfare. The section on price coercion examines the extent to which market-dominant platforms restrict their retailers’ entrepreneurial freedom through price caps and restrictive pricing algorithms – and how retailers and regulators should respond. Finally, in the section on customer reviews, we examine how different aspects of reviews influence product demand and pricing, and to what extent customer review systems create distorted incentives or can be used for strategic manipulation.

Our projects and publications in the field of Economics of Information Systems

Projects

Selected publications

  • Napirata, S.; Sedlmeir, J.; Rieger, A.; Fridgen, G.; Zimmermann, S. (2023): The Competition Effect of Decentralized Platforms: An Analytical Model. International Conference on Information Systems (ICIS) 2023. Hyderabad. Indien.
  • Napirata, S., Kupfer, A., Zimmermann, S., Nault, B. R. (2021): Platform-based sharing of 'need-to-use' goods. Workshop on Information Systems and Economics (WISE) 2021. Austin, Texas. USA.
  • Zimmermann, S.; Angerer, P.; Provin, D.; Nault, B.R. (2018): Pricing in C2C Sharing Platforms. Journal of the AIS 19/8, 671-678.

AusgewÀhlte Publikationen

  • Röder, A.; Bohnen, E.; ZĂŒllig, K.; Kupfer, A.; Zimmermann, S. (2023): Dynamic Pricing on Two-Sided Platforms: Consequences on Customers’ Fairness Perceptions and Purchase Intentions. International Conference on Information Systems (ICIS) 2023. Hyderabad, India.
  • Zimmermann, S.; Angerer, P.; Provin, D.; Nault, B.R. (2018): Pricing in C2C Sharing Platforms. Journal of the AIS 19/8, 671-678.

Projects

Selected publications

  • Erlebach, S., ZĂŒllig, K., Kupfer, A., Embacher, L., & Zimmermann, S. (2025). Beyond helpfulness votes: Examining the helpfulness of content in online customer review text. Decision Support Systems.
  • Glatzel, A.-L; Habla, M; ZĂŒllig, K.; Zimmermann, S. (2025): From Reviews to Insights: Concept-based Variations of Textual Reviews for Explanations in Recommender Systems. International Conference on Information Systems (ICIS) 2025. Nashville, USA.
  • Habla, M.; Napirata, S.; Wrabel, A.; Kupfer, A.; Zimmermann, S. (2024): Never Again “The Pizza was Great!” – Developing Design Principles for Dynamic Review Templates. Internationale Tagung Wirtschaftsinformatik (WI) 2024. WĂŒrzburg, Germany.
  • Wrabel, A.; Kupfer, A.; Zimmermann, S. (2023): Can a Button Change your Purchase? – The Effect of the Accessibility of Consumer Reviews on Consumers’ Online Purchase Decisions. Internationale Tagung Wirtschaftsinformatik (WI) 2023. Paderborn, Germany.
  • ZĂŒllig, K.; Bohnen, E.; HĂŒhn, P.; Obermeier, A. (2023): Tell Me Why (I Want It That Way) – Effects of Explanations and Online Customer Reviews on Trust in Recommender Systems. International Conference on Information Systems (ICIS) 2023, Hyderabad, India.
  • ZĂŒllig, K.; Erlebach, S.; Kupfer, A.; Zimmermann, S. (2023): Bargain Hunting On Black Friday - Making Great Deals And Bragging About Them. Hawaii International Conference on System Sciences (HICSS) 2023. Hawaii, USA.
  • Erlebach, S.; Kupfer, A.; Wrabel, A.; Zimmermann, S. (2023): Tagging the Fakes? – The Impact of Tagging Fake Reviews on Consumer Trust and Purchase Intention. European Conference on Information Systems (ECIS) 2023. Kristiansand, Norway.
  • Erlebach, S.; Kupfer, A.; Wrabel, A.; Zimmermann, S. (2022): Tag Me If You Can - (How) Should Platforms Tag Fake Reviews and Fake Users? European Conference on Information Systems (ECIS) 2022. Timisoara, Romania.
  • Rohde, C.; Kupfer, A.; Zimmermann, S. (2022): Explaining Reviewing Effort: Existing Reviews as Potential Driver. Electronic Markets 32, 1169–1185.
  • Erlebach, S.; Kupfer, A.; Wrabel, A.; Zimmermann, S. (2021): How Should Fake Reviews Be Tagged? The Influence Of Fake Reviews On Consumers’ Willingness-to-pay And Future Reviewing Effort. INFORMS Annual Meeting 2021. Online.
  • Gutt, D.; Neumann, J.; Zimmermann, S.; Kundisch, D.; Cheng, J. (2019): Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes. Journal of Strategic Information Systems 28/2, 104-117.
  • Zimmermann, S.; Herrmann, P.; Kundisch, D.; Nault, B.R. (2018): Decomposing the Variance of Consumer Ratings and the Impact on Price and Demand. Information Systems Research 29/4, 779-1068.

Human-AI Interaction

The increasing integration of AI-based systems into organisational and societal decision-making processes raises fundamental questions about the design of the human-machine interface. In particular, the rapid proliferation of chatbots and AI agents based on large language models is acting as a catalyst for this development and requires a fundamental rethinking of human-AI interaction. The Human-AI Interaction research group investigates how people interact with such intelligent systems, how trust in algorithmic recommendations develops, and under what conditions AI support leads to better decisions. Methodologically, the group employs behavioural economics-based online, laboratory and field experiments, as well as eye-tracking studies.

The research conducted by the professorship of Digital Business focuses on several closely interlinked areas within human-AI interaction. The main focus is on the experimental evaluation of design elements in AI-based systems – particularly generative AI. One key area of research is user-centred recommender systems, which support people in making decisions in both private and professional contexts – tailored to individual needs and preferences. Another area of research is the use of digital nudges, with the aim of guiding users towards better decisions without restricting their freedom of choice. Finally, the research area of AI literacy examines how knowledge of the functioning and limitations of AI-based systems influences the ability to use such systems appropriately in different situations and to critically evaluate their recommendations.

Our projects and publications in the field of Human-AI Interaction

Projects

Selected Publications

  • Habla, M.; Pitz, K.; Tille, C.; Zimmermann, S. (2025): Think Global, Nudge Local - The Influence of Cultural Background on Digital Nudging for Sustainable Decision-Making. European Conference on Information Systems (ECIS) 2025. Amman, Jordanien.
  • Habla, M.; Rupp, N.; Wrabel, A.; Seiter, M.; Zimmermann, S. (2024): Effects of Digital Nudging in Multi-Stage Decisions - Experimental Evidence on Pro-Environmental Employee Behavior (2024). International Conference on Information Systems (ICIS) 2024. Bangkok, Thailand.

Projects

Selected Publications

  • Förster, M., Pitz, K., Wrabel, A., Klier, M., Zimmermann, S. (2024): Building AI Literacy with Experiential Learning – Insights from a Field Experiment in K-12 Education. Internationale Tagung Wirtschaftsinformatik (WI) 2024. WĂŒrzburg, Germany.

     

Societal AI & Digital Education

Artificial intelligence, social media and digital technologies are fundamentally shaping the way we live together as a society – presenting both opportunities and risks. Digital literacy is therefore becoming a prerequisite for equal participation and a functioning society. The Societal AI & Digital Education research focus examines how digital and AI-based systems can be designed, deployed and evaluated responsibly. The focus is on how digital skills can be strengthened to promote participation, mitigate risks and support a sustainable, resilient society. In doing so, we combine theories from business informatics, educational research and behavioural sciences with experimental and data-driven methods.

At the professorship of Digital Business, we focus in particular on the following areas of application. In the field of AI Literacy & Experiential AI Learning, we investigate how people develop the confidence to use artificial intelligence effectively through active engagement and critical reflection. Our focus is on the impact of chatbots and generative AI on individual skills, as well as the risk of placing too much trust in such systems (overreliance). We evaluate experience-based learning interventions and practice-oriented training formats through field experiments and empirical studies. In the area of Finfluencers & Digital Financial Education, we analyse how financial knowledge is conveyed via digital formats and social media – and what influence finfluencers exert on the knowledge, attitudes and financial behaviour of their followers. In the area of Algorithmic Opinion Formation & Societal Impacts, we investigate how AI and algorithmic systems on social media shape access to information, opinion formation and societal decision-making processes. In youth-focused prevention contexts, the focus is on how, through active engagement with disinformation, filter bubbles and digital information spaces, skills for critical and resilient media use can be developed – including approaches to preventing extremism and promoting democracy

Our projects and publications in the Societal AI & Digital Education focus area

Projects

Selected Publications

  • Förster, M., Pitz, K., Wrabel, A., Klier, M., Zimmermann, S. (2024): Building AI Literacy with Experiential Learning – Insights from a Field Experiment in K-12 Education. Internationale Tagung Wirtschaftsinformatik (WI) 2024. WĂŒrzburg, Germany.

Projects

  •  Finfluencers on TikTok - Content and Consequences for Followers (Österreichische Nationalbank)

Projects