VIRTUAL DIGITAL HUMANS IN URBAN CULTURAL COMMUNICATION AND BRANDING: BUSINESS MODEL INNOVATION BASED ON MEME THEORY

Abstract

Virtual Digital Humans (VDHs) are transforming digital communication interactions, particularly within the culturally and economically dynamic regions of the GBA. Moreover, VDHs present a highly suitable opportunity to enhance the communication of cultural elements within urban populations, strengthen brand loyalty, and optimise the omnichannel retail experience. This study evaluates the impact of VDHs on fostering cultural engagement, brand reliability, and the retail experience within the GBA, aiming to identify their strengths and limitations. A quantitative research approach was employed, with data collected from 80 participants comprising regular consumers, retail employees, and cultural sector professionals who completed structured questionnaires. Correlational and regression analyses were conducted to assess the influence of VDHs on cultural communication, brand perception, and customer experience. Findings indicate that VDHs enhance the accessibility of cultural narratives; however, their contribution to broadening cultural participation is minimal. In branding, VDHs facilitate the establishment of an initial level of consumer trust but do not influence long-term brand loyalty. Conversely, within the omnichannel retail framework, VDHs improve customer experience by enabling seamless interactive pathways. VDHs serve as effective support tools in urban cultural and branding initiatives, with their most significant impact observed in the retail sector. Nonetheless, integrating VDHs with cultural diversity strategies may be essential in maximising their engagement potential, particularly within the complex GBA environment.