Background: In the topic of marketing, Artificial Intelligence has a tremendous influence on social media. Deepfake technology which is a product of Generative Artificial Intelligence (GAI) is the tool that simplifies the creation of hyper-realistic videos. In general, this technology has been used in identification thefts, pornographic, propaganda, and spreading misinformation. Thus, this study wonders about the possibility of using this technology in marketing. Therefore, this study focuses on Consumer perception connected to concepts such as Consumer attitude, Consumer trust, and Brand authenticity Purpose: The purpose of this study is to explore how customer attitude, consumer trust, and brand authenticity are influenced by deepfake videos to understand consumer perceptions towards deepfake videos. Methodology: This abductive master’s thesis employed a qualitative approach to collect empirical data. Drawing inspiration from semi-structured interviews, questions were formulated for use in five focus groups comprising a total of 24 participants. Thematic analysis was employed as the research methodology to code and categorize the transcriptions. The data obtained from the focus groups were transcribed and coded using Delvetool. Findings: Consumer perception on the use of deepfake technology in marketing, noting both opportunities and concerns. While deepfake offers potential for brand expansion and streamlined content creation, its illegal use poses societal risks. Participants expressed mixed feelings about deepfake technology, finding it both impressive and daunting. For marketing, deepfake simplifies content creation but must be used legally and aligned with brand identity. Transparency and credibility are crucial to shaping consumer attitudes and trust, which in turn affect brand authenticity. Misuse of deepfake content can harm brand image and credibility, leading to negative consumer perceptions and behaviors. Ultimately, whether perceived positively or negatively, deepfake use influences consumer behavior, either fostering brand loyalty or eroding trust and advocacy.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129799 |
| Date | January 2024 |
| Creators | Huang, Qirong, Maracic, Julian |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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