Information and Communication Management

Marc Riar, M.Sc.

Office H 93
Building Hauptgebäude
Room H 9160
Address Straße des 17. Juni 135
10623 Berlin


Studies in Business Informatics (M. Sc.) at the University of Mannheim in the specialization track Enterprise Applications and before that studies in Business Information Systems (B. Sc) at Karlsruhe University of Applied Sciences.

Since 2018Research assistant at the Chair of Information and Communication Management at TU Berlin (Prof. Dr. Rüdiger Zarnekow)
Since 2018Associated Researcher, Tampere University, Faculty of Information Technology and Communication Sciences, Gamification Group (Prof. Dr. Juho Hamari)
Since 2021Associated Researcher, Friedrich-Alexander University, School of Business, Economics and Society; Research Group "Gamification & Digital Customer Engagement" (Prof. Dr. Benedikt Morschheuser)
Nov. 2021 – Feb. 2022Visiting Scholar at the University of California, Santa Cruz (UCSC), Silicon Valley Campus, Santa Clara; Baskin School of Engineering, Game User Interaction and Intelligence (GUII) Lab (Prof. Dr. Magy Seif El-Nasr)
2017 – 2018Research assistant at Karlsruhe University of Applied Sciences
2016 – 2017Research assistant in the area of "Internet Business & Internet Services" at Ludwig Maximilian University (LMU), Munich
2014 – 2015Fiducia & GAD IT AG, Karlsruhe, Working Student in the area SAP Basis
2012 – 2013Systec & Services GmbH, Karlsruhe, working student in the area of software engineering and Bachelor-Thesis titled "Optimization of the Software Development Process for a Company in the Regulated Industry"
2012Lufthansa German Airlines, East Meadow, New York (USA), Intern in the area of Sales Process Automation
2007 – 2008SAP Deutschland AG & Co. KG, Walldorf & St. Leon Rot, Intern in the department SME (Small & Mid-Size Enterprises) GTM (Go-To-Market)


  • Human-Computer-Interaction (HCI)
  • Extended Reality (XR), Metaverse
  • Computer-Mediated Cooperation
  • Gamification & Serious Games
  • E-Business / E-Learning
  • IT-Adoption


  • WS 18 / 19: Introduction to Information Systems (Tutorial)
  • SS  19: Business Simulation
  • WS 19 / 20: IT Service Management (ITSM)
  • SS 20: Business Simulation
  • WS 20 / 21: IT Service Management (ITSM)
  • SS 21: Business Simulation
  • WS 21 / 22: IT Service Management (ITSM)
  • SS 22: Business Simulation
  • WS 22 / 23: IT Service Management (ITSM)


The following topics are currently available:

  Gamification, Serious Games, AR/VR

Your own suggestions for topics on the above-mentioned focal points are welcome. The exact task will be agreed in a meeting. The processing can be done either in German or English.

The initiation and award of theses is coordinated. If you are interested, please send a short letter of motivation, a curriculum vitae and an overview of your grades to: abschlussarbeiten(at)

If you are a student in Computer Science or Information Systems Management, please consider the requirements of your PO. At the latest after the topic has been found, you must independently look for a second reviewer from Faculty IV.



Riar, M., Korbel, J. J., Xi, N., Meywirth, S., Zarnekow, R., & Hamari, J. (2023). "Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends" in The Palgrave Handbook of Interactive Marketing , Cheng Lu Wang, Eds. Cham : Palgrave Macmillan , 301-327.
Weber, M., Riar, M., & Morschheuser, B. (2023). "Is adaptive gamification just a theoretical fairytale? An experiment in a text-based adventure game for data crowdsourcing" , 56th Hawaii International Conference on System Sciences (HICSS) , Maui, Hawaii, USA .


Riar, M., Morschheuser, B., Zarnekow, R., & Hamari, J. (2022, Dec.). "Gamification of cooperation: A framework, literature review and future research agenda" , International Journal of Information Management .
Riar, M., Xi, N., Korbel, J. J., Zarnekow, R., & Hamari, J. (2022, Mar.). "Using augmented reality for shopping: a framework for AR induced consumer behavior, literature review and future agenda" , Internet Research . CC BY-NC 4.0 .
Xi, N., Chen, J., Gama, F., Riar, M., & Hamari, J. (2022, Feb.). "The Challenges of Entering the Metaverse: An Experiment on the Effect of Extended Reality on Workload" , Information Systems Frontiers .

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