Impact of Deepfake Content Promotion to Customer Trust

This study was motivated by the impact of deepfake use in promotional content, due to the rapid advancement of AI that has made deepfakes more sophisticated and increased their use in advertising. It involved brand trust, satisfaction, and customer trust as mediators. This study employs a quantitative approach through an online survey of 445 respondents, with data collected in between April to May and analyzed using PLS-SEM. The results indicate that attitudes toward AI are the strongest predictor of brand trust, while information quality is the primary driver of customer satisfaction. Ultimately, customer trust was found to be the most significant factor in shaping customer loyalty. The study concluded that trust is a crucial mediator. Meanwhile, it can be concluded that the success of deepfake promotions heavily depends on marketers' ability to build positive perceptions and mitigate risks to gain customer trust and drive customer loyalty.