IMPACT OF AWARENESS OF DEEPFAKE USAGE IN MARKETING CAMPAIGNS ON CONSUMER PERCEIVED BRAND AUTHENTICITY

IMPACT OF AWARENESS OF DEEPFAKE USAGE IN MARKETING CAMPAIGNS ON CONSUMER PERCEIVED BRAND AUTHENTICITY

In today’s digitally driven marketing landscape, the emergence of deepfake technology has introduced both groundbreaking innovation and complex ethical dilemmas. While brands explore hyper-personalized content using AI-generated videos, concerns around consumer trust, authenticity, and transparency...

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Bibliographic Details
Main Authors: Abdulazeez Olamide Abdulquadri, Fatimah Labake Ajani
Format: Article
Language:English
Published: Kwara State University, Malete Nigeria 2025-06-01
Series:Malete Journal of Accounting and Finance
Subjects:
Deepfake Marketing
Consumer Trust
Brand Transparency
Digital Literacy
AI in Advertising
Online Access:https://majaf.com.ng/index.php/majaf/article/view/241
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