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Shaping Consumer Perception Through Deepfake Marketing: Ethics and Implications
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Author(s): Sonam Rani (Amity University, Noida, India), Sailaja Bohara (Amity University, Noida, India), Gaurav Gupta (Amity University, Greater Noida Campus, India), Mandakini Paruthi (IBS Hyderabad, India)and Shiv Ranjan (Amity University, Noida, India)
Copyright: 2025
Pages: 20
Source title:
Deepfakes and Their Impact on Business
Source Author(s)/Editor(s): Gaurav Gupta (Amity University, Noida, India), Sailaja Bohara (Amity University, Noida, India), Raj K. Kovid (University of Petroleum and Energy Studies, India)and Kapil Pandla (PML SD Business School, India)
DOI: 10.4018/979-8-3693-6890-9.ch006
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Abstract
The advent of deepfake technology has introduced transformative possibilities in marketing, reshaping consumer perceptions and engagement through hyper-realistic digital content. This book chapter examines the ethical dimensions and potential implications of deepfake applications in marketing, specifically focusing on their power to shape consumer perception. With the ability to create synthetic yet believable visual and audio representations, deepfakes have provided brands with innovative tools to captivate audiences and personalize experiences. However, this comes with ethical concerns, including risks of deception, manipulation, and consumer mistrust. This chapter explores both the opportunities and challenges posed by deepfake marketing, emphasizing the need for responsible practices to maintain transparency, authenticity, and consumer trust. It also discusses regulatory and policy considerations, proposing ethical frameworks to guide marketers in the responsible use of deepfake technology.
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