As the fourth industrial revolution unfolds and the use of digital humans becomes more commonplace, understanding digital humans' potential to replace real human interaction or enhance it, particularly in storytelling marketing contexts, is becoming evermore important. To promote interaction and increase the entertainment value of technology-enhanced storytelling marketing, brands have begun to explore the use of augmented digital humans as storytelling agents. In this article, we examine the effectiveness of leveraging advanced technologies and delivering messages via digital humans in storytelling advertisements. In Study 1, we investigate the effectiveness of narrative transportation on behavioral responses after exposure to an interactive augmented reality mobile advertisement with a digital human storyteller. In Study 2, we compare how consumers respond to augmented digital human versus real human storytelling advertisements after conducting an exploratory neurophysiological electroencephalography study. The findings show that both types of agents promote narrative transportation when the story fits the product well. Moreover, a digital human perceived as more human-like elicits stronger positive consumer responses, suggesting an effective new approach to storytelling marketing.
DOCUMENT
In recent years, a step change has been seen in the rate of adoption of Industry 4.0 technologies by manufacturers and industrial organizations alike. This article discusses the current state of the art in the adoption of Industry 4.0 technologies within the construction industry. Increasing complexity in onsite construction projects coupled with the need for higher productivity is leading to increased interest in the potential use of Industry 4.0 technologies. This article discusses the relevance of the following key Industry 4.0 technologies to construction: data analytics and artificial intelligence, robotics and automation, building information management, sensors and wearables, digital twin, and industrial connectivity. Industrial connectivity is a key aspect as it ensures that all Industry 4.0 technologies are interconnected allowing the full benefits to be realized. This article also presents a research agenda for the adoption of Industry 4.0 technologies within the construction sector, a three-phase use of intelligent assets from the point of manufacture up to after build, and a four-staged R&D process for the implementation of smart wearables in a digital enhanced construction site.
DOCUMENT
We are well into the 21st century now and the urgency for lifelong learning is growing especially regarding numeracy. There are major societal and policy pressures on education to prepare citizens for a complex and technologized society, in literature referred to as “21st century skills” (Voogt & ParejaRoblin, 2012), “global competences” (OECD, 2016a) or “the 4th industrial revolution” (Schwab, 2016). International research has demonstrated the economic and social value of literacy and numeracy knowledge and skills (Hanushek and Wöbmann, 2012; Grotlüschen, et al. 2016). With respect to numeracy (and/or mathematics) education, we explore the implications of these pressures to the mathematical demands at individuals living and working in modern life, and what is expected from numeracy education as society moves further into the 21st century. New means of communication and types of services have changed the way individuals interact with governments, institutions, services and each other, and social and economic transformations have in turn, changed the nature of the demand for skills as well.
DOCUMENT
