Human-AI in Digital Media: Effects on Digital Twins and the Moderating Role of Personalized Advertising

Jun Cui

doi:10.30560/mct.v1n1p35

Jun Cui Solbridge International School of Business, Woosong University, Daejeon, Republic of Korea

DOI: https://doi.org/10.30560/mct.v1n1p35

Keywords: digital media technology, Digital Twin (DT), Human-AI Innovation, personalized advertising, brand loyalty, data-driven decision-making, marketing personalization, interactivity, real-time data transmission

Abstract

Digital media technology has revolutionized various industries, particularly through its integration with digital twin (DT) technology. A digital twin is a dynamic virtual model of a physical object, system, or process that enables real-time simulation, optimization, and data-driven decision-making. This study investigates the impact of digital media technology on digital twins, with a specific focus on the moderating role of Human-AI-driven personalized advertising. Adopting a qualitative research approach, this study utilizes semi-structured interviews with industry experts and case study analyses of companies leveraging digital twins. Grounded in the Technology Acceptance Model (TAM) and Media Richness Theory (MRT), the findings reveal that digital media technology, enhanced by Human-AI innovation, improves digital twins by increasing interactivity, real-time data transmission, and user engagement. Moreover, Human-AI-driven personalized advertising strengthens this relationship by fostering deeper consumer engagement, enhancing brand loyalty, and enabling real-time customization in digital twin ecosystems. This study offers both theoretical and practical contributions by bridging digital media technology, digital twins, Human-AI innovation, and marketing personalization strategies.

References

Brown, D. E., & Green, P. L. (2023). Evaluating the effectiveness of digital content marketing under mixed reality environments. Frontiers in Psychology, 13, 881019.
Çavuşoğlu, S., & Durmaz, Y. (2023). The effect of immersive experience, user engagement and perceived authenticity on place satisfaction in the context of augmented reality. Library Hi Tech. https://doi.org/10.1108/LHT-10-2022-0498
Cui, J., Wan, Q., Chen, W., & Gan, Z. (2024). Application and analysis of the constructive potential of China's digital public sphere education. The Educational Review, USA, 8(3), 350–354.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560. https://doi.org/10.1016/j.jbusres.2018.10.050
Jiang, Y., Balaji, M. S., & Jha, S. (2022). Immersive interactive technologies and virtual shopping experiences: The role of mental imagery and expressiveness. Information & Management, 59(8), 103658. https://doi.org/10.1016/j.im.2022.103658
Jones, N., Borgman, R., & Ulusoy, E. (2019). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4), 611–632. https://doi.org/10.1108/JSBED-09-2011-0117
Jones, R. G., White, S. H., & Black, T. J. (2019). Augmented reality filters on social media: Analyzing the drivers of adoption for a new mobile experience. Psychology & Marketing, 36(11), 1056–1067.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Poushneh, A. (2021). Consumer engagement via interactive artificial intelligence and immersive technologies. International Journal of Information Management, 61, 102267. https://doi.org/10.1016/j.ijinfomgt.2021.102267
Rauschnabel, P. A., Felix, R., Hinsch, C., Shahab, H., & Alt, F. (2022). What is XR? Towards a framework for augmented and virtual reality. Computers in Human Behavior, 133, 107289. https://doi.org/10.1016/j.chb.2022.107289
Smith, A. N., Fischer, E., & Yongjian, C. (2020). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
Tao, F., Zhang, H., Liu, A., & Nee, A. Y. C. (2019). Digital twin in industry: State-of-the-art. IEEE Transactions on Industrial Informatics, 15(4), 2405–2415. https://doi.org/10.1109/TII.2018.2873186
Wan, Q., & Cui, J. (2024). Dynamic evolutionary game analysis of how fintech in banking mitigates risks in agricultural supply chain finance. arXiv Preprint, arXiv:2411.07604. https://arxiv.org/abs/2411.07604
Wang, B., Cui, J., & Mottan, K. (2024). Exploration and analysis of Chinese university students' performance in business innovation. Economics & Management Information, 1–9.