Zoekresultaten

Augmented digital human vs. human agents in storytelling marketing: exploratory electroencephalography and experimental studies.

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.

Portraying emotions on digital humans through emotive colour maps.

Innovativeness to enlarge digital readiness

Technological developments go fast and are interrelated and multi-interpretable. As consumer needs change, the technological possibilities to meet those needs are constantly evolving and new technology providers introduce new disruptive business models. This makes it difficult to predict what the world of tomorrow will look like for an organization and that makes the risks for organizations substantial. In this context, it is difficult for organizations to determine what constitutes a good strategy to adopt digital developments. This paper describes a first step of a study with the objective to design a method for organizations to formulate a future-proof strategy in a rapidly changing, complex and ambiguous context. More specifically, this paper describes the results of a sequence of three focus groups that were held with a group of eight experts, with extensive experience as members of the decision making unit in organizations. The objectives of these sessions were to determine possible solutions for the outlined challenge in order to provide direction for continuation and scoping of the following research phases.

Digital Storytelling

De training Digital Storytelling en opleiding tot trainer Digital Storytelling worden door het lectoraat ‘Vernieuwende Opleidingsmethodiek en -didactiek’ van de Faculteit Educatie van de Hogeschool Utrecht samen met de Faculteit Maatschappij en Recht van de Hogeschool Utrecht uitgewerkt tot een multimediale methode voor pedagogen, docenten, coaches, opleiders, leraren en social workers.

What drives technology-enhanced storytelling immersion? The role of digital humans

In this research, we investigate consumer responses to technology-enhanced storytelling marketing via augmented digital humans in two different contexts. We test the role of an augmented digital human stimulus as a moderator for storytelling satisfaction in a technology-enhanced retail complex. Building on visual perception theory and information processing theory, the findings from our study reveal sequential links between the four realms of experience economy theory in a mixed reality environment and subsequent effects on storytelling satisfaction, which in turn are boosted by digital human storytelling. Overall, our findings reveal that digital human storytelling is an effective long-term marketing strategy in technology-enhanced environments.

Portraying emotions on digital humans through emotive colour maps.

There has been significant progress in the graphical realism of digital humans in recent years. This work investigates the realistic portrayal of emotions beyond facial expressions by analysing how skin colour changes when expressing different emotional states. The study combines existing knowledge from old painters, photogrammetry data, thermal imaging, and skin colouration maps to create an artistic guideline to portray emotions realistically, resulting in the proposal of a set of colour maps representing the six basic emotions. By using skin colour changes to represent emotional states, the proposed colour maps offer an alternative workflow for portraying emotions. During the experiment of this research four of these proposed colour maps, which represent neutrality, anger, disgust, and happiness, were preferred over traditional alternatives in terms of realism perception and likeability. The findings have implications for the development of digital human technology, particularly in the creation of more realistic and expressive digital characters.