The Impact of Digital Media Technology on Digital Twins: The Moderating Role of Personalized Advertising

Digital media technology has transformed multiple industries, including its integration with digital twin (DT) technology. A digital twin is a virtual representation of a physical object, system, or process that enables real-time simulation, optimization, and decision-making. This study explores how digital media technology influences digital twins and examines the moderating role of personalized advertising in this relationship. Using a qualitative research approach, this study employs semi-structured interviews with industry professionals and a case study analysis of companies utilizing digital twins. The theoretical framework is based on the Technology Acceptance Model (TAM) and Media Richness Theory (MRT). Findings suggest that digital media technology enhances digital twins by improving interactivity, real-time data transmission, and user engagement. Personalized advertising strengthens this relationship by increasing consumer engagement, brand loyalty, and real-time customization in digital twin environments. This study contributes to both theoretical and practical implications by bridging digital media technology, digital twins, and marketing personalization strategies.