Date of Award
Dissertation - Rollins Access Only
Doctor of Business Administration (DBA)
Dr. James P. Johnson
Dr. Ginger Killian
artificial intelligence, digital content marketing, deepfake, synthetic media, video source credibility, trustworthiness, expertise, physical attractiveness, social cynicism
Artificial-intelligence driven technology has rapidly advanced to such a degree that global marketers are able to create seemingly real, multilingual media content featuring humans that is completely synthetic. Humans recreated on video using artificial intelligence can easily deceive consumers but disclosing the use of the potentially deceptive technology may induce negative consumer attitudes and behaviors. In a posttest only control group experimental design (n=318), this study offers the first empirical evidence to assess the use of synthetic video, or “deepfakes,” in digital content marketing and is one of few synthetic video empirical studies in the social sciences generally. Participants in the United States and India viewed a human reenactment synthetic video and then reported perceptions of Trustworthiness, Expertise, Physical Attractiveness, Purchase Intention, and Social Cynicism. Participants were randomly assigned to a condition either with or without a Disclosure of the use of synthetic video. Using PLS-SEM analysis, findings indicate that Disclosure of synthetic video negatively impacted Purchase Intention and perceptions of perceived source Trustworthiness.
Powers, Greig, "Synthetic Video Disclosure in International Marketing: The Roles of Source Credibility And Social Cynicism" (2021). Dissertations from the Executive Doctorate in Business Administration Program. 37.