The effect of social media advertisements manipulated with Deepfake Technology on consumer attitude

Businesses are constantly developing new strategies to achieve greater success and greater exposure. In particular, the rapid evolution of social media leads companies to use social media platforms to promote their products and content more effectively. Social media has now become a complementary marketing tool. Social Media advertisements have a significant impact on the purchasing activity of the business. Attitudes, intentions and purchasing performance towards products can be shaped through advertisements. With the development of internet technologies, the enrichment and realization of social media advertising contents are increasing. The purpose of this research is to reveal consumer attitudes towards manipulated video advertisements created using Deepfake Technology on Social Media Platforms. The study was carried out on Z-generation consumers, who are highly interested in innovation and are inclined to adopt new technologies. It is thought that by examining the effects of manipulated advertisements on consumer perception, the study will benefit the creation of sustainable advertising strategies, which are an important part of promotion, and understanding the future ethical and social challenges of artificial intelligence-supported advertising.