DEEPFAKE TECHNOLOGY IN DIGITAL MARKETING: PERCEPTIONS, RISKS, AND ETHICAL CONCERNS FOR GENERATION Z

Abstract

The swift development of artificial intelligence has enabled the use of deepfake technology in digital marketing, thereby providing opportunities for better personalization and creative engagement in marketing strategies. However, concerns regarding trust, authenticity, and ethical transparency continue to be a significant issue, especially for Generation Z consumers.

This study seeks to understand Generation Z consumers’ perception of deepfake technology in the context of marketing, with a focus on the role of trust, authenticity, and disclosure. A quantitative research approach was used, where a survey was conducted with 100 participants.

Significantly, the results of this study reveal that trust emerges as a significant factor in determining purchase intention, thereby suggesting that trust plays a significant role in shaping Generation Z consumers’ perception of deepfake technology in marketing. Conversely, authenticity does not emerge as a significant factor in shaping Generation Z consumers’ behaviour, thereby suggesting that authenticity does not directly affect Generation Z consumers’ behaviour in the context of deepfake technology in marketing. Disclosure, on the other hand, emerges as a significant factor, though with a weak coefficient, thereby suggesting that though transparency in the context of deepfake technology in marketing is important, it does not directly affect Generation Z consumers’ behaviour.

Significantly, this study contributes to the growing literature on artificial intelligence in marketing by suggesting that trust emerges as a significant factor in shaping Generation Z consumers’ behaviour, thereby suggesting that authenticity does not directly affect Generation Z consumers’ behaviour in the context of deepfake technology in marketing.