Digital Illusion: How Deepfake Content Shapes Public Perception and Misinformation Patterns

Abstract—The rapid advancement of artificial intelligence (AI) has led to the widespread use of deepfake technology, significantly influencing public perception. This study explores how deepfake content impacts the way individuals interpret and respond to digital information, particularly through social media. By analyzing key variables such as Social Media News Use (SMNU), Instantaneous Sharing of News (ISN), Deepfakes Exposure (DE), Deepfakes Concern (DC), Inadvertent Deepfakes Sharing (IDS), Passive Corrective Actions on Fake News (PCF), and Authenticating News Before Sharing (AN), this research identifies the role of social media in shaping public awareness and misinformation patterns. Findings indicate that increased exposure to deepfakes heightens concerns regarding misinformation, leading individuals to either verify or unknowingly spread manipulated content. While some users take corrective actions against fake news, others inadvertently share deepfake content due to a lack of awareness. Additionally, the ease of sharing news on social media accelerates the spread of deepfakes, further complicating efforts to maintain digital authenticity. Understanding these dynamics is essential for developing strategies to mitigate the negative effects of deepfake content on public perception. Future research should focus on enhancing digital literacy and implementing AI-driven detection systems to combat the spread of deceptive content.