ENHANCING GEOPOLYMER CONCRETE: MECHANICAL BEHAVIOR ANALYSIS WITH NANO-SILICA

Abstract

Deepfake technology, a byproduct of Generative Artificial Intelligence (GAI), enables the creation of hyper-realistic synthetic videos that blur the line between authenticity and fabrication. While deepfakes have been widely examined for their malicious use in misinformation and identity fraud, their integration into advertising raises complex ethical and psychological concerns. This study investigates how disclosure of deepfake advertising influences consumer purchase intentions, focusing on the mediating roles of perceived reality, trust, perceived ethicality, and irritation. Grounded in Mehrabian and Russell’s Stimulus-Organism-Response model (1974) and Barnett’s framework of advertising deception (2014), a quasi-experimental design involving 200 participants from Islamabad was employed. Participants viewed a deepfake advertisement of a synthetic celebrity endorsement, either with or without disclosure of its artificial nature. Findings revealed that disclosure enhanced perceived ethicality (β = 0.323, p < 0.05) but reduced perceived reality (β = -0.239, p = 0.017) and trust (β = -0.370, p = 0.003), while increasing irritation (β = 0.448, p = 0.008). Mediation analysis suggested that ethical transparency partially mitigates distrust but cannot fully counteract skepticism driven by reduced realism and heightened irritation. Cultural and generational differences further shaped audience reactions—older participants perceived undisclosed deepfakes as deception, whereas younger viewers exhibited digital indifference. The study extends the Persuasion Knowledge Model by introducing the concept of synthetic skepticism, wherein transparency fosters doubt rather than trust. It recommends culturally adaptive disclosure strategies and emphasizes the need for ethical storytelling that integrates transparency seamlessly within marketing narratives.