Consumer perceptions of human digital twins as a marketing tool
- Authors: Botha, M
- Date: 2023-04
- Subjects: Digital twins (Computer simulation) , Industry 4.0
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/61004 , vital:69685
- Description: A Digital Twin is a digital representation of a physical product or entity or a “set of virtual information constructs”. To effectively represent its physical counterpart, the digital representation needs to know about its properties, rules and behaviour. In order to enable this, there is a constant flow of data between physical objects and digital representations. The data contained in the digital representation allows simulations to be conducted and learnings from these simulations enable better decision making without affecting the physical realm. Human Digital Twins duplicate a person, rather than a physical product or artifact. As Human Digital Twins hold large amounts of data about a person and are able to utilise this data to predict a person’s possible behaviour and control a person’s choices Human Digital Twins hold economic value for organisations. Human Digital Twins can be effectively used in consumer choice modelling to determine a person’s preferences and assist organisations in marketing products and alternatives to customers. Location, purchasing behaviour and online activity can be used to predict potential future customer behaviour and choices. In previous studies proposing Human Digital Twins, limited emphasis has been placed on the opinion of the people who have been twinned. There are several ethical and moral implications in creating Human Digital Twins. The perceptions of the twinning process of people have not adequately been researched. Current technology allows Human Digital Twins to be created but challenges lie with the moral and ethical complications in a person’s Digital Twin acceptance. Various factors have been identified in previous research relating to Human Digital Twins. Knowledge, Perceived Usefulness, Perceived Ease of Use, Trust and Technological Proficiency are factors that have an influence on a person’s Human Digital Twin acceptance. These factors were considered as independent factors of the conceptual model while user acceptance was considered the dependent factor of the proposed model. The questionnaire for this study was completed by a sample of 121 respondents, who were reached through convenience and snowball sampling. The questionnaire was primarily distributed to students at the Nelson Mandela Business School in Gqeberha, South Africa. The demographic data indicates that a high number of respondents v reside in the Eastern Cape and the majority of respondents achieved a post graduate degree. This is not necessarily an accurate description of the South African population and the sample used in future studies should be more representative of the South African population. The results indicate that the independent factors Perceived Usefulness, Perceived Ease of Use and Technological Proficiency had significant positive effects on Human Digital Twin acceptance. Two of the original independent factors were split into two sub-factors as a result of the EFA. The independent factor Trust became Human Digital Twin Distrust and Trust in Companies using Human Digital Twins. The independent factor Knowledge became Knowledge about Human Digital Twins and Knowledge about the role of technology. This study based its conceptual model on the Technology Acceptance Model. The model relies on two major determinants, Perceived Usefulness and Perceived Ease of Use, to determine a user’s intention to use and accept a technology. This study added new determinants of acceptance to the original TAM, two of which was found reliable. Knowledge of Human Digital Twins and Technological Proficiency were both found to have a significant positive influence on the acceptance of Human Digital Twins. This study was one of the first to suggest a relationship between Technological Proficiency and the acceptance of a new technology. The managerial recommendations set out to bridge the gap between this study and practice. It is not uncommon for researchers to suggest corrective actions and make strategic recommendations based on the results of a study. This study provided managerial recommendations to marketers who want to employ Human Digital Twins in their strategies. This will allow marketers to test campaigns and improve on existing campaigns much quicker than before and take new products to market with testing marketing strategies at a much quicker pace. Organisations need to be cognisant of the fact that legal issues such privacy, consent, discrimination and copyright will be very important when creating Human Digital Twins. Marketers will not only be able to use information gathered by Human Digital Twins in the real world but in virtual worlds as well. , Thesis (MA) -- FFaculty of business and economic sciences, 2023
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- Date Issued: 2023-04
Cytosolic and ER J-domains of mammalian and parasitic origin can functionally interact with DnaK
- Authors: Nicoll, W S , Botha, M , McNamara, Caryn , Schlange, M , Pesce, E R , Boshoff, Aileen , Ludewig, M H , Zimmerman, R , Cheetham, M E , Chapple, J P , Blatch, Gregory L
- Date: 2007
- Language: English
- Type: Article
- Identifier: vital:6484 , http://hdl.handle.net/10962/d1006261 , http://www.sciencedirect.com/science/article/pii/S1357272506003268
- Description: Both prokaryotic and eukaryotic cells contain multiple heat shock protein 40 (Hsp40) and heat shock protein 70 (Hsp70) proteins, which cooperate as molecular chaperones to ensure fidelity at all stages of protein biogenesis. The Hsp40 signature domain, the J-domain, is required for binding of an Hsp40 to a partner Hsp70, and may also play a role in the specificity of the association. Through the creation of chimeric Hsp40 proteins by the replacement of the J-domain of a prokaryotic Hsp40 (DnaJ), we have tested the functional equivalence of J-domains from a number of divergent Hsp40s of mammalian and parasitic origin (malarial Pfj1 and Pfj4, trypanosomal Tcj3, human ERj3, ERj5, and Hsj1, and murine ERj1). An in vivo functional assay was used to test the functionality of the chimeric proteins on the basis of their ability to reverse the thermosensitivity of a dnaJ cbpA mutant Escherichia coli strain (OD259). The Hsp40 chimeras containing J-domains originating from soluble (cytosolic or endoplasmic reticulum (ER)-lumenal) Hsp40s were able to reverse the thermosensitivity of E. coli OD259. In all cases, modified derivatives of these chimeric proteins containing an His to Gln substitution in the HPD motif of the J-domain were unable to reverse the thermosensitivity of E. coli OD259. This suggested that these J-domains exerted their in vivo functionality through a specific interaction with E. coli Hsp70, DnaK. Interestingly, a Hsp40 chimera containing the J-domain of ERj1, an integral membrane-bound ER Hsp40, was unable to reverse the thermosensitivity of E. coli OD259, suggesting that this J-domain was unable to functionally interact with DnaK. Substitutions of conserved amino acid residues and motifs were made in all four helices (I-IV) and the loop regions of the J-domains, and the modified chimeric Hsp40s were tested for functionality using the in vivo assay. Substitution of a highly conserved basic residue in helix II of the J-domain was found to disrupt in vivo functionality for all the J-domains tested. We propose that helix II and the HPD motif of the J-domain represent the fundamental elements of a binding surface required for the interaction of Hsp40s with Hsp70s, and that this surface has been conserved in mammalian, parasitic and bacterial systems.
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- Date Issued: 2007